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IF YOU’VE BEEN walking around Dublin lately, chances are you’ve seen these posters from Fáilte Ireland’s new Dublin campaign dotted around the place.

They’re on the side of seemingly every bus in the city and there’s even a giant poster hanging from Liberty Hall.

But some Dubliners are confused as to why a campaign to encourage people to visit Dublin is being promoted in, well, Dublin.

After all, we’re already here, so is it not a bit… redundant?

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So, what’s the deal?

Director of Strategic Development for Fáilte Ireland, Orla Carroll, tells DailyEdge.ie that the rebrand is being advertised in Dublin to encourage Dubliners to get on board with the campaign and, in turn, advocate the city to family and friends.

We have been promoting the new brand in Dublin as well in order to introduce Dubliners to the brand and encourage them to recognise Dublin’s new image. Almost one third of visitors to Ireland are here to visit relatives and friends so garnering local support and understanding of the new brand for Dublin is important.

We want Dubliners to  get behind the brand and use it to advocate for the city when talking with friends, relative and colleagues abroad.

Furthermore, Fáilte Ireland states that many of the outdoor advertising locations were offered free of charge by local authorities.

As a collaborative campaign, we were lucky to have a number of outdoor advertising spots provided to us by the local authorities free of charge, which means that we can focus most of the €1m marketing fund on promoting Dublin in our key markets – the UK, Germany and France.

The new ‘Dublin – a breath of Fresh Air’ campaign was launched on October 16th and seeks to position Dublin as “a destination where city living thrives side by side with the natural outdoors”.

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