CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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A Roadmap for Branding Dublin, A Discussion Paper 2012Developing an improved understanding of Dublin’s InternationalConnectionsThe value of these international links is evidenced by the extensiveparticipation of the Dublin Chambers and private business. This activitywill be supported by the creation of a Dublin Brand, and the governancestructures proposed to manage the brand should provide effective channelsfor the communication and exchange of information on all internationalrelationships.It is proposed that Dublin should map the international activity acrossDublin’s university, business and government sectors so as to form a betterunderstanding of its international connections and to see where opportunitiescould arise or be reinforced.72
A Roadmap for Branding Dublin, A Discussion Paper 20126.9 Seek International Events and DesignationsIdentify appropriate international designations for DublinDublin has been very successful in international event bidding and earningdesignations for the city that have helped shape its reputation in a pro-activeand managed way. The UNESCO City of Literature designation has been anincredible success, and this achievement came about through collaborationbetween all of the partners involved, who worked together consistently withambition and vision 109 . The PIVOT Dublin bid for the World Design Capitalredefi ned Dublin’s recognition of the value of good design and helped build abetter connected and networked design community 110 .Dublin’s designation as European City of Science 2012 has created a senseof excitement across Dublin that places the innovation agenda centre stage.Sporting events, such as the Europa Cup 2011 and the Tall Ships Race 2012,contribute real economic value to Dublin as well as placing it on the globalstage 111 .Development of a multi-annual event strategy for DublinThe development of a multi-annual event strategy and programme wouldhelp to bring Dublin in line with other major capital cities as an eventdestination. With political endorsement and if adopted by a wide range ofentities including business and tourism interests, central government, nongovernmentalorganisations and event fi nanciers, the delivery of a multiannualstrategy would provide a structure whereby the city and its partnerswould deliver the following:> Build Dublin’s reputation as a premier international destination> Deliver a better return on investment fromDublin’s excellent infrastructure> Increase economies of scale through thedevelopment of a portfolio of events> Provide measurable economic benefi ts tothe city and its business sector109 UNESCO City of Literature, 2012110 Pivot Dublin, A Guide to Dublin’s Bid, 2012111 European City of Science, 201273
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ContentsExecutive Summaryv1. Introd
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Timeline:It is suggested that the A
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Page 108: 10 Steps toDublin’s Brand1Engage
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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