LONDON branding and identity specialist Springpoint has developed a brand strategy for the city of Belfast. The project forms the key component in a bid to provide guidance on above-the-line advertising, public relations and sponsorship for the city.
The consultancy won the project a year ago after beating competition from 49 rivals.
Belfast City’s It’s a Brand New Day publication, produced by Springpoint, will be available to all businesses in the city. It goes public tomorrow, to coincide with the opening of Ireland’s biggest ever arts festival.
Belfast’s decision to create a clearly defined strategy follows successful similar ventures to change perceptions of Glasgow, Edinburgh and Dublin. Springpoint managing director Fiona Gilmore says: “Over the past 15 years they have all repositioned themselves dramatically and it has been very successful. Belfast has every possibility of emulating their success.
“The strategy has been clearly communicated in a brand book, which will be rolled out to all businesses over a period of two to three years, helping them build on the same blueprint.”
Gilmore says there was a strong sense of unity involved in creating the publication. “Everyone worked together in a spirit of harmony. The pictures of Belfast that people see on TV are negative, but culturally the city is fantastic,” she explains.
Belfast’s visitor convention bureau chief executive Gareth White adds: “Our new strapline really encapsulates what is a vibrant city in the heart of a beautiful landscape. The brand strategy provides a framework and will influence the way we say, promote and do things.”