The county’s new 86-page strategic plan for 2011-2017, entitled ‘The Blue Wave’, contains the unique marketing objective in its early introduction.
It is stated that “Blue must become the colour of success” and that, in time, it can “evolve as the flagship brand of commercial sport in Ireland”.
The initiative will pit Dublin GAA in a battle with Leinster rugby, who wear similar colours and have enjoyed a huge increase in brand awareness in the last decade.
“While Blue must become the colour of success, this is no cheap marketing gimmick,” it is stated.
“Blue is the colour of our Dublin heritage, of our Irish, Gaelic identity in the capital city, the colour that helped separate the capital from its colonial past. It is the colour of the ideal...of Heffernan and Foley, of Mullins and Doherty, of Boland and McMahon, of Barr and Curran, of Brogan and Whelan of Rushe and Keaney...of Hill 16.
“It is an extraordinarily effective promotional tool, enshrined in the anthem of the county’s often maligned but fiercely loyal supporters.
“We can’t copyright a colour but the subliminal exploitation of Dublin’s unique sporting hue by our competitors has not gone unnoticed. Mutual respect is essential in Irish sport yet the appeal of a flourishing professional franchise is still a real challenge in the struggle for hearts and minds in Dublin while the demographic shift continues to distort traditional values and interests.
“Our Blue affords Dublin GAA the greatest potential to evolve as the flagship brand of commercial sport in Ireland.”
In keeping with the financial theme, it is planned to ‘increase annual commercial revenues of the county board by at least €1.5 million over the plan period’.
Furthermore, the document outlines how Dublin, with 20% of the country’s population, will boldly apply for provincial status ‘in terms of funding allocated by Central Council’.