A €1m marketing drive has been launched to rebrand Dublin as a “must visit” city rather than just a party city.
The “Dublin — A Breath of Fresh Air” brand seeks to present the capital as a city “bursting with a variety of surprising experiences” and a destination where “city living thrives side by side with the natural outdoors”.
It is funded by Fáilte Ireland, along with the four Dublin local authorities and a collection of private-sector partners.
Beginning next week, the new brand will feature strongly in a marketing campaign in Britain, including targeted transport and commuter outdoor advertising.
A marketing campaign will also begin shortly in France and Germany with an emphasis on digital and social media marketing.
The plan followed months of consultation by the Grow Dublin Tourism Alliance (GDTA) — a group involving all the key players within the tourism industry in Dublin.
Tourism Minister Paschal Donohoe said there was no point in Dublin being “Europe’s best kept secret” and said the campaign would make sure Dublin could compete with other European cities for visitors.
“We all know that this year was a really good year for tourism in Dublin with the city thronged with tourists and our hotels full throughout the summer.
“However, we need to look to Dublin’s long-term appeal and to guarantee that, whatever happens in external markets or however currencies fluctuate, Dublin continues to attract visitors and compete with other city destinations overseas,” he said.
The chairman of the GDTA, Michael Carey, said the new branding captures the essence of what makes Dublin different.
“Given its size and proximity to sea and countryside, Dublin can offer up a variety of experiences not usually found in a European city
“It provides, for a city break, a difference — a breath of fresh air,” he said.
Fáilte Ireland chief executive Shaun Quinn said the campaign was needed as Dublin’s image was in danger of becoming “stale”.
”This is the first Dublin-dedicated tourism campaign in many years and it is very much a welcome development,” he said.
“Firstly, it is necessary as Dublin is in danger of allowing its brand to become a bit stale while our competitor cities overseas have actually been reinventing themselves.”
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