M&C Saatchi is unveiling a new multi-market launch campaign for the city and county of Limerick, as it seeks to position itself as the destination of the future for travel and tourism, business and study.
The new brand and accompanying launch campaign aim to engage multiple audiences, from the local community through to tourists, investors and students from Europe, the USA and China, helping them to see Limerick with fresh eyes and consider it as a destination for travel, business and study.
The brand positioning line ‘Limerick: Atlantic Edge, European Embrace’ reflects Limerick’s unique position in the world, looking over the Atlantic with the USA only five hours away, as well as being an integral part of Europe, with its millennia of rich history. The line also evokes Limerick’s character, which has been informed by this dual aspect – a combination of the verve that built America and the openness, experience and cultural appeal of Europe.
To launch the brand and positioning, M&C Saatchi has also developed a major multi-market campaign, ‘Percentages’, which aims to quantify Limerick’s combination of edginess and friendliness. Each execution reveals what percentage of any Limerick scenario shows ‘edge’ versus how much its welcoming side, its ‘embrace’, is simultaneously on display.
Campaign activity will run across print, digital display, social media, out-of-home and radio, in Great Britain, Ireland, Germany, France, Spain, Italy and the USA.