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

A Roadmap for Branding Dublin, A Discussion Paper 2012> The provision of a governance structure through the Creative DublinAlliance and its development of a collaborative leadership model forthe Dublin region that would give a strategic focus to, and benchmarkthe international position of, Dublin and drive the innovation agenda;> The Executive Network of the Creative Dublin Alliance wouldagree strategies for development across Dublin’s key areasof the economic, innovation and smart city agendas;> The proposal to establish a Destination Marketing Alliancefor Dublin that would develop integrated CommunicationStrategies and International Marketing Campaigns to clearlycommunicate and promote Dublin’s assets and uniqueness;> The agreement of a target driven approach for the promotional anddevelopmental strategies will see the development of key benchmarksof the brand’s performance over time. Targets for tourism in Dublinhave already been recommended by the tourism industry, witha ‘stretched’ growth target of 6.2% annual growth in overseastourists from 2012 to 2020. Similar targets in the other sectorswould be agreed, along with the key international benchmarks.This phase should be seen only as the preparatory stage to build thecapacity required that would enable the visionary leadership and innovativemanagement of the brand in the years subsequent to its launch. Buildingan international brand for Dublin is an ambitious project that should only beundertaken if it is underpinned by a commitment over the long term andsustains the engagement of, and investment in, the public, private and civicsectors of society throughout the process.78