DUBLIN HAS UNVEILED a new logo and slogan as part of a €1 million campaign to bring tourists to the city.
“Dublin: A Breath Of Fresh Air” is the catchphrase for the new campaign, funded by Fáilte Ireland and other bodies.
The campaign follows months of discussion into the Grow Dublin Tourism Alliance (GDTA) strategic plan.
The plan says that Dublin is “underperforming against its potential” in terms of tourism.
Awareness of Dublin and what it offers the visitor is not well-known in our main potential markets; tourism to Dublin has declined since its peak in 2007; and most significantly, Dublin has slipped behind its main city competitors in Europe.
The ads will be used in the UK, France and Germany to “communicate Dublin’s unique position as a vibrant capital city bursting with a variety of surprising experiences and a destination where city living thrives side by side with the natural outdoors”.
Of the €1 million committed to the first phase of the marketing campaign, Fáilte Ireland is providing €450,000 towards the fund, the four local authorities in Dublin city and county are contributing €300,000, Dublin hotels are providing €150,000 and the balance is being provided by other private sector operators, including: Brown Thomas, the Guinness Storehouse, and Dublin’s pubs and restaurants.
Those behind the plan say that it is being used to move Dublin away from it’s “party city” image to a more rounded experience. It will also emphasise Dublin’s openness and ease of movement as a county and a city.
It is designed to move the perception of Dublin from a weak and one dimensional image to that of a city pulsing with life, from its ever evolving culture and curiosity to its vibrant people – emphasising that the city breathes life into those who visit.
The GDTA plan envisaged a growth in total visits to Dublin to 6.2 million a year by 2020. During 2014 and 2015, tourism growth has been at approximately 12% per annum due mainly to recovering economic conditions and, for now, favourable currency rates.
It is now estimated that that target will be hit if a 6.5% rate is maintained annually between 2016 and 2020.
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