M&C Saatchi behind Limerick City rebrand and campaign

January 30, 2020

In a bid to position itself as a future destination for travel, tourism, business and study, Limerick City and Council has called in support from London-headquartered agency M&C Saatchi.

The new brand and accompanying launch campaign aim to engage multiple audiences, including the local community, tourists, investors, and students from Europe, the USA and China.

The Limerick brandmark design aims to reflect Limerick’s international ambitions. With colourful references to the mouth of the River Shannon, flowing to the Atlantic, the iconic verdant landscape of Limerick. 

The logo is permeated by a texture derived directly from the Limerick Treaty Stone using a reproduction technique from Limerick printmakers.

To launch the brand and positioning, M&C Saatchi created a major multi-market campaign, ‘Percentages’, which aims to quantify Limerick’s combination of edginess and friendliness.

The push features a number of Limerick’s ‘local heroes’ – people with amazing stories to tell, including aeronautical engineer and author Dr Norah Patten, who is hoping to become Ireland’s first astronaut; and Michelin-starred chef Michael Tweedie.

Campaign activity will run across print, digital display, social media, out-of-home and radio, in Ireland, Great Britain, Germany, France, Spain, Italy and the USA.

Laura Ryan, Head of Marketing & Communications, Limerick City and County Council, said: “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. We’re excited about our new campaign for Limerick and where it can take us.”

Farouk Alao, a student at the award-winning Limerick School of Art and Design (LSAD), contributed to the design of the new Limerick logo as part of a creative collaboration between M&C Saatchi and the top design school.
Mary Harris, Managing Partner, M&C Saatchi, said: “We’re incredibly proud to have taken the creative lead on developing the first brand for Limerick City and County. The brand and campaign we have developed represent a major statement of intent for Limerick and set out its global ambitions. ‘Atlantic Edge, European Embrace’ immediately locates Limerick in the world and captures its grit, determination, and warmth. 

“It also helps establish the City and County as the gateway to Ireland’s premier tourist proposition – the Wild Atlantic Way whilst underlining Limerick’s strong cultural links to Europe, both now and in the past.”