Limerick has declared a bold ambition for growth with the unveiling of a first ever brand-positioning and international-marketing campaign.
‘Limerick: Atlantic Edge, European Embrace’ was unveiled, becoming the first major branding of the city and county to promote it nationally and globally as a destination for inward industry investment, tourism, education and for people to live and work in.
Developed by global creative agency M&C Saatchi, the new brand positioning will internationalise Limerick, placing it at the most dynamic global crossroads and capturing the sense of warmth and resilience of a historic city and county.
A major multi-market campaign, ‘Percentages’, is a cornerstone of the programme which aims to quantify Limerick’s combination of edginess and friendliness. The character and culture of Limerick will also be articulated through a roll-out of Limerick ‘heroes’, which will see inspirational people tell their stories on video and become faces of the campaign to amplify the sense of edge and embrace that typifies the city and county. You can view some of these amazing stories below.