• Transform magazine
  • March 20, 2023


Limerick signals global ambitions with brand launch

Wakeboader Master.jpg

Limerick city and council has unveiled a new brand identity as it aims to boost its tourism and business prospects.

The new brand and launch campaign were developed by M&C Saatchi, in a bid to engage audiences from the local community through to tourists, investors and students from Europe, the US and China. The brand positioning line, ‘Limerick: Atlantic Edge, European Embrace,’ reflects Limerick’s location overlooking the Atlantic as well as being an integral part of Europe.

The logo, transitioning from deep blue through to bright green, reflects both the county’s location at the mouth of the River Shannon, flowing to the Atlantic, and the landscape of Limerick. It is permeated by a texture from the Limerick Treaty Stone, using a reproduction technique from Limerick printmakers.

M&C Saatchi has launched a promotional campaign, ‘Percentages,’ which showcases Limerick’s combination of edginess and friendliness. The push features Limerick’s ‘local heroes’ – people with amazing stories to tell who exemplify its edge and embrace. These include aeronautical engineer and author Dr Norah Patten, who is hoping to become Ireland’s first astronaut, and Michelin-starred chef Michael Tweedie.

The campaign will run across print, digital, social media and radio, in Ireland, Great Britain, Germany, France, Spain, Italy and the US.

Laura Ryan, head of marketing & communications, Limerick City and County Council, says, “Developing a new brand positioning for Limerick is a major statement in its own way but to have M&C Saatchi, one of the world’s leading agencies, create our new brand speaks volumes about where Limerick is today. Limerick is now fully confident about its proposition, its offering and its ability to compete in the international marketplace.”