Dublin Festival Season launched Sep6

Dublin has always played host to numerous events, but their fragmented and varied nature has made them almost impossible to promote to domestic and overseas tourists. The launch of the Dublin Festival Season follows the successful strategy used by one of our clients Edinburgh Festival, where the several Festivals taking place in August have become known collectively as The Edinburgh Festival.

Fáilte Ireland have described the umbrella brand as helping visitors to understand that “during September and October they can experience the very best of contemporary culture in one of the most sociable, easy-going and fun cities in Europe”.

We’ve worked on creating regional umbrella brands in many places – Exhibition Road London, South West England, Portugal and Poland – and this approach can be extremely successful. Careful research, a lot of listening, and a good dose of imagination will help the new brand to raise the profile of every participating organisation or event without subduing their individuality.

The Dublin Festival Season gives everyone working in the tourism industry a clear and focused message for their campaigns. We’ll be watching to see how it develops.

Jules Griffith