Dublin, Ohio--The Dublin Convention & Visitors Bureau recently unveiled a major new branding and marketing initiative to attract visitors to Dublin. The brand platform is designed to raise Dublin's awareness with the traveling public by positioning the city as a unique and desirable destination for leisure, business, athletic and group travel. The new logo and positioning line, Irish is an Attitude, makes use of the "Irish" equity that exists in the Dublin name and promotes the idea that you don't have to be Irish to enjoy Irish fun.
An in-depth process—combining research, strategic planning and creative development—enabled the Bureau to develop and clearly identify the optimal Dublin marketing brand, providing the Dublin CVB with a competitive advantage. The creative development of the process brought the brand to life and includes a new logo, positioning line and advertising campaign.
“Dublin’s Destination Brand is not simply a campaign theme or positioning line,” said Scott Dring, executive director at the Dublin Convention & Visitors Bureau. “It is an expression of a compelling, unique experience that Dublin offers potential visitors and will help set a roadmap of success for the Bureau for years to come.”
Research included an assessment of the environment; inquiry origin, visitor origin, demographics and psychographics of residents and visitors; perceptions of visitors, residents and stakeholders; a review of current communications and the competition. There were five key insights as a result of the research:
Irish is an Attitude makes use of the “Irish” equity that exists in the Dublin name, leverages Dublin’s position as a leader in Irish tourism and promotes the idea that you don’t have to be Irish to enjoy Irish fun. “The logo and positioning line is the expression of the brand and just the tip of the iceberg when it comes to branding,” said Dring. “‘Irish is an Attitude’ is what visitors will come to associate with Dublin.”
The Bureau’s new print campaign uses long headlines and imagery that seem to be describing Dublin, Ireland, until an unexpected twist at the end reveals that the actual location is Dublin, Ohio. Strategically, this allows the Bureau to reinforce Dublin’s essential Irishness, while providing a solid base for promoting the area’s non-Irish attractions within that framework.
The Dublin Convention & Visitors Bureau initiated the Brand process. It was developed by North Star Destination Strategies, a destination branding firm in Nashville that has assisted more than 70 destinations in 23 states. The Dublin Convention & Visitors Bureau is a private, non-profit organization with the mission of identifying and pursuing opportunities to attract, service, and retain overnight visitors to the city of Dublin.
Contact: For logos, print advertisements or additional information, contact Scott Dring at (614) 792-7666 or sdring@IrishisanAttitude.com.