herald

Saturday 10 December 2016

Dublin to be given its own logo and rebrand in plan to change image as 'party city'

Dublin's O'Connell St
Dublin's O'Connell St
The new Dublin brand, unveiled as part of a new tourism marketing campaign by Fáilte Ireland.

Dublin is to be given its own logo and rebrand as part of a major tourism drive aimed at preventing the city’s image abroad from becoming that of just a “party town”, the Herald can reveal.

The plan is to sell the capital as a 'vibrant place bursting with a variety of surprising experiences'.

It will focus on historical sites and fun activities outside the widely-known tourism trail in Temple Bar. 

Tourism chiefs are worried that while the city is doing well in terms of visitor numbers there is “a danger of our brand becoming a bit stale”.

A source said Dublin is “being positioned as a ‘party city’ while our competitor cities overseas are reinventing themselves”.

The idea for a new emblem has come from the ‘I Heart New York’ logo, which is routinely printed on T-shirts and postcards.

Tourism Minister Paschal Donohue will tell today’s launch at Croke Park that he wants Dublin to reinvent itself as a unique destination where city living thrives side by side with the natural outdoors.

The initiative is being funded by Failte Ireland, the four Dublin local authorities and a collection of private-sector partners.

The marketing campaign will kick-off immediately and will be pitched at potential visitors in the UK and Europe through  autumn.

Today’s strategy is the result of The Grow Dublin Taskforce, which was set up in 2012 and included senior stakeholders from industry, state agencies, local authorities and international destination experts to examine Dublin tourism.

The Taskforce found that the annual percentage growth in terms of bed nights in Dublin between 2008-2012 was just 1pc, while competing cities of Berlin, Copenhagen and Amsterdam were significantly outperforming Dublin with growth rates of 10.5pc, 8.3pc and 4.1pc respectively.

Last year, 1.2m tourists from Britain travelled to Dublin, along with another 1.73m people from mainland Europe.

The most visited attraction was the Guinness Storehouse, followed by Dublin Zoo, the National Acquatic Centre and the Book of Kells in Trinity College.

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