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Past North Star client Dublin, Ohio, has done such a stellar job rolling out its all-things-Irish destination brand that it makes us want to, well, dance a jig (or drink a pint)!  And we’re not the only ones who think so. In 2007, Dublin won 12 awards (11 of those 1st place) from the Central Ohio Public Relations Society of America, the Ohio Association of CVBs, and the Ohio Travel Association including the latter’s top marketing campaign in the state of Ohio.

Check out the highlights of Dublin’s super-successful implementation. This brand is way more than a logo and line; it is Dublin’s essence. And that’s no Blarney!

• Before the brand was rolled out to the public, the CVB launched an internal education campaign designed to gain support from key local stakeholders.
  Click HERE to check out one of their educational tools.
• This Bureau then moved on to communication basics; branding its website, collateral materials (visitors guide, meeting planners guide, golf guide, annual report, newsletter) visitors center, and print and radio advertising.   Take a peek at the websitewww.IrishisanAttitude.com.
  
  
  
  
• A 3-minute Destination Dublin Video was developed highlighting Dublin’s attractions, special events, historic district and Irish attitude.
  Click HERE to watch the video.
  
• The brand was publicly launched to the community with an “Irish is an Attitude Day” featuring everything from fiddlers and Irish dancers to special wake up calls. Click here for a complete list of activities.
•  The Bureau worked with area businesses to create a new menu of branded offerings designed to entice more visitors. A sampling: sipping a high Irish tea, making an Irish scone, sampling Irish wine, learning to dance an Irish jig and shopping for Belleek China.
• The CVB created a fact sheet for hotels with suggested ways the incorporate the brand at their respective properties. An “Irish is an Attitude” television show is shown in every hotel room. The Hilton Garden Inn Dublin offers Irish welcome receptions for group tours, Irish selections on the room service menu and a morning wake-up call in an Irish brogue.
• Irish experience tours were added for the Group Tour Market.
• An awards program “Living the Irish Attitude” was developed to recognize local businesses and organizations that are embracing the brand. A few of the winners:
• Crowne Plaza Dublin Hotel (for naming its meeting rooms after Irish counties)
• The City of Dublin and Historic Dublin Business association (for creating Slainte Thursdays)
• Dublin Village Tavern and TehKu Tea Company (for adding Irish menu items)
• Penny Bridge Imports (for creating Irish tourist experiences).