Marketing for the city
Key observations
KPMG perspective
Core Networks
Connect with international comparator cities that have undertaken similar projects for their own city centres. Continue established relationships with Cologne, Bordeaux and Nantes and develop stronger links with London. • Cork is currently twinned with 6 international cities – Coventry, Rennes, San Francisco, Cologne, Swansea and Shanghai. • It is understood that in recent years Cork City has also established relationships with the international cities of Bordeaux, Petersburg and Miami. Develop strategy to brand and market the City Centre and key Character Areas to promote shopping, leisure and business. • 2015 saw introduction of the ‘Pure Cork’ strategic branding initiative. Developed in partnership with Cork City Council and Cork County Council, Pure Cork branding aims to differentiate and promote urban and rural Cork as a unique visitor experience. • 2018 saw launch of the three-month ‘Island of Discovery’ marketing campaign, which aimed to highlight the unique offering of Cork’s independent traders. The campaign was promoted across billboards, radio, television and social media. • There is a scope for a co-ordinated, longer term marking campaign to continue to highlight the city centre’s heritage, retail, and entertainment offering. Work with local traders to introduce initiatives that highlight the identify and character of different areas in the City Centre. • The Victorian Quarter brand, developed by the Victorian Quarter Traders Group with support from CCC and the Local Enterprise Office, has proven successful in consolidating and promoting the areas unique character and retail and entertainment experience. A dedicated website tells the story of the area and highlights local businesses and events. • Similar approach may be extended to other key character areas within the city centre.
Progress clearly evident
City Centre Brand Marketing Strategy
Requires uplift
Character Area Accentuation
Progress clearly evident
Progress clearly evident
Some progress made
Required Uplift
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