The challenge: The City of Dublin, in competition with other travel destinations and tech hubs, was losing out on crucial tourist and business investment dollars.
The solution: I reimagined Dublin’s brand, building on the myriad wonders the City had given the world, from Dorian Grey to the latest technological advances. Researching the City’s three target audiences, I developed buyer personas that were core to the development of the brand – potential tourists looking for a relaxing, rollicking holiday; new businesses looking for a suitable home base; and investors wishing to buy into a place with a highly skilled workforce and rock solid infrastructure. I devised a brand essence – ‘Dublin’s Edge’, the concept that Dublin has the edge over its competitors – that spoke to all of the audiences.
The results: I drove the creation of dublinsedge.com, a fun, information-packed portal, supported by a global marketing campaign, that made a deep impression on travelers, business owners and investors alike. Over two years, there were marked increases in tourism, new business generation, and foreign direct investment particularly in digital infrastructure projects
My functions: Brand Strategy, Brand Messaging, Content Creation.