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

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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
A Roadmap for Branding Dublin, A Discussion Paper 2012References and BibliographyReferencesAccenture, (2010). The International Finances Services Sector Report. Financial Services Ireland. Availableat: Acre, (2012). Accommodating Creative Knowledge – Competitiveness of European Metropolitan Regionswithin the Enlarged Union. University of Amsterdam. Amsterdam Institute for Social Science ResearchAvailable at: A Guide to Dublin’s Bid – Pivot Dublin. (2012). Available at: Anholt, S., (2011). Beyond the Nation Brand: The Role of Image and Identify in International Relations. U.K.Foreign Offi ce Public Diplomacy Board. Available at: Anholt, S., (2007). Competitive Identity: The New Brand Management for nations, Cities and Regions.Palgrave Macmillan. 1 st Ed.Boyle, M., Kitchin, R., (2008). Towards an Irish Diaspora Strategy. A Position Paper. National Institute forRegional and Spatial Analysis (NIRSA).Brookings, Global Metro Monitor (2011), The Path to Economic Recovery. Available at: Casey, J., (2012). Case Study: A City Branding Strategy in Dublin.City RepTrak, (2011). The world’s most reputable cities. Available at: Chief Executive Offi cers (CEO’s) for Cities, (2006). Branding Your City. Prophet. Available at: Central Statistics Offi ce (CSO), (2006). Census. Dublin Stationary Offi ce.Central Statistics Offi ce (CSO), (2009,2010,2011). Service Exports and Imports. Dublin StationaryOffi ce. Available at: Central Statistics Offi ce (CSO), 2012. Quarterly Household Survey, Q1. Stationary Offi ceDublin. Available at:79
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ContentsExecutive Summaryv1. Introd
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A Roadmap for Branding Dublin, A Di
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Timeline:It is suggested that the A
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