Limerick’s new brand to sharpen competitive edge

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LSAD Graphic Design students and staff with M&C Saatchi designers at a workshop on the new Limerick brand. Photo: Alan Place

A FIRST ever brand to strength Limerick’s competitive edge nationally and internationally is to be unveiled at the end of this month.

Limerick City and County Council, after a careful and detailed process, has finalised an all-embracing brand position that it will promote across all high-potential markets.

Hailed as “an essential step in the exciting and transformative Limerick journey”, the brand will be promoted to raise the profile of the city and county as a destination for inward industry and tourism investment and to attract people to live, work and play here.

The brand will be unveiled at St Mary’s Cathedral on Thursday, January 30.

“The past decade has been arguably Limerick’s greatest ever in terms of the ground we have made. When you consider where we were at the start of it and where we were when we came out of it, these two points are poles apart,” said Mayor Michael Sheahan.

“But you can’t assume that it’s going to continue as momentum just does not happen; you have to make it happen. That’s what we are doing with the development of this new brand for Limerick.

“We have worked closely with one of the world’s leading agencies, M&C Saatchi, and a range of local suppliers around the creation of the assets for the programme and this has brought us to a point where we are about to take the new brand to the market, as it were, and strengthen Limerick’s hand so that we win more investment, more visitors and more people to come and live, work and study here.”

According to Council Head of Marketing and Communications, Laura Ryan, the process has involved a lot of research and conversations to arrive at a brand position that reflects where we are and what we want to achieve.

“Ultimately, embarking on this journey for Limerick for the first time has been a major statement. It shows the ambition that Limerick now has; that we are fully confident about our proposition, our offering and its ability to compete in the international market place. 

“The key thing was that we named that intent by creating a brand that would turn heads and grab a share of voice for Limerick wherever opportunities arise here in Ireland or abroad that offer potential for us. We are fully confident we have delivered that brand and look forward to bringing it to the people on January 30,” she said.