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11 Team

A look at how team members apply the brand with their own

14 Events & Tourism

Galway has many events to offer aided by the brand

Welcome

A welcome from two leading members

Positioning

Learn about what the brand stands for

Strategy

How we aim to implement & strengthen the brand

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Business

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Events

What Galway has to offer

When Galway is mentioned events come to mind, how to make sure it stays that way

20 Brand Management Official guidelines

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WE HAVE CREATED A MARKETING BUREAU WHICH WILL BECOME A VITAL TOOL IN POSITIONING GALWAY CITY AS ONE OF EUROPES MOST VIBRANT AND DIVERSE CITIES.

The city brand of Galway is a key element to the Bureau’s activities, but equally important is a structure to deliver on the city’s aspirations. With all of these groups working closely together under one roof, we will clearly benefit from co-ordinated city marketing. The Bureau as part of a local organising will strive to deliver local economic benefit.

Thomas Connell Chair

The future of Galway City presents exciting times. Whilst embracing the heritage and culture of Galway City, We look forward to working with our partners locally, nationally and internationally to help generate economic benefit that will ultimately make Galway City a better place to live, work, study, invest and visit.

The future of Galway presents exciting times

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The Marketing Bureau has put a big effort into forming strategic alliances with key stake holders in the private and public sectors for the Galway City brand. Local businesses including transport authorities and providers, hotels and tour operators, retailers and restaurateurs, educational bodies such as Galway National University of Ireland to mention but a few have equally grasped the scale of opportunity to be gained from working with Galway City Marketing Bureau. Galway City’s brand in essence is created by everyone. Be it a local resident, tourist, student or whoever. The people of Galway City are what make us. In return the Bureau look forward to demonstrating its ability to deliver economic benefit for Galway City.

Joe O’ Neill Chief Executive

Galway’s brand in essence is created by everyone

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THE GALWAY CITY BRAND AIMS TO REFLECT GALWAY’S METROPOLITAN AVANT GARDE SOCIETY. THE BRAND IS A HOLISTIC COMMUNICATIONS TOOL, DRIVING FORWARD A RANGE OF DIFFERENT PARTNER ACTIVITIES ON THE NATIONAL & INTERNATIONAL STAGE.


Galway City holds a diverse and vibrant society, where creativity and entrepreneurship converge. Strategically located as the key to western Ireland it also acts as a gateway to Europe, offering global connectivity. Not only because of its location, Galway City retains vast opportunities for business with its strong infrastructure, skilled workforce and quality of life. Of course the very essence of the Galway City brand is reflective of its main attributes. Much like other cities, Galway plays home to many and different residents alike. This accompanied with high tourism due to our excellence in holding events, reflects upon the vibrance of the city. The City of Tribes throughout history has been Galway’s second name, we achieved this title through the very people that live and visit here. Galway will always hold a metropolitan, avant garde society as it evolves with the times.Galway City is very much created by you.

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Education and industry are accompanied with a strong infastructure.

Quality of living is of a high standard.

Cosmopolitan and avant garde society. Unique sense of place and belonging, always welcoming. Galway retains its heritage whilst moving with the times, always evolving. The charm of Galway City’s personality and the performance of a leading city.

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GALWAY’S BRAND STRATEGY REVOLVES AROUND A COMBINATION OF PUBLIC RELATIONS AND ADVERTISING YIELDING AWARENESS OF THE BRAND.

Galway’s brand strategy revolves around a combination of public relations and advertising, sponsorship and brand installations. This will generate awareness and also highlight the main strengths of the Galway City brand.

ADVERTISING

PUBLIC RELATIONS

BRAND BUILDING COMMUNICATIONS

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Galway is created by you, in turn to represent each individual, enhance tourism and business, the brand will be seen in association with selected Galway City events. Also the brand will appear in advertising areas such as transport terminals and industry business events. Resulting in the attraction of people to this vibrant and diverse city. Effective management of the brand ensures that all aspects of the brand mix combine to achive maximum impact. Events add further leverage to the process. developing our own events that have strategic brand fit, will not only result inhigher attendance and greater return on investment, but also strengthening the brand’s integrity.

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THE BRAND OF GALWAY CITY IS A FUNDEMENTAL ELEMENT OF THE CITY’S ECONOMIC STRATEGY. IT DIFFERENTIATES GALWAY FROM ITS COMPETITORS


The brand of Galway City is a fundemental element of the city’s economic stragegy. It differentiates Galway from its competitors across much of its economic activity, and will deliver tangible results.

Team Galway is generated from the mangement Bureau and works in conjunction with local, national and international businesses.

All of us involved in Galway’s tourism industry look for a way to sell Galway to the world. The city brand makes this an easier task with all partners working strategically with each other. Patrick White Area Director - Galway Failte Ireland

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The Galway City brand will is a powerful tool and we envisage it will generate considerable business for the industry. We at Radison Hotels look forward to working alongside the city brand. Fintan Gould Co-chair Hotels association

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The growth of business in Galway city will no doubt increase as a result of this collaboration through the use of a marketing bureau. The value of all the great coverage in tourism magazines and associations is immeasurable. John Fitzgerald Director Galway school of arts

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We are using the brand proinently throughout our centre. It aids us inportraying ourselves as Galway city’s main destination for shopping. Stephanie McGill Senior centre manager Galway shopping centre

Treat yourself at Galway shopping centre

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GALWAY CITY WILL BENEFIT IN TOURISM & BUSINESS GROWTH REMARKABLY, USING THE BRAND WILL CEMENT THE CITY AS A PREMIER BUSINESS DESTINATION

Galway can develop a world-wide reputation as a leading international destination for conferences and events. The city has a year round infrastructure and can play host to not only business conferences but also has the availability of a skilled work force and preset industry sites. Derry O’ Reegan Chief executive IDA

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A r ul ts & tu re Music

Sp or ts

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TARGETING EVENTS THAT REINFORCE THE BRAND POSITIONING IS KEY TO GALWAY CITYS PERFORMANCE ON THE WORLD STAGE

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& ts n a ur life a t s ht Re Nig

Events are targeted in specific clusters to reinforce Galway city’s brand positioning. Such events are already well established for example Galway Races, Galway Arts Fest, Oyster Fest. Galway city management bureau also look to fund other local performing groups in all genres. Event led strategies are nothing new, but Galway has implemented the most up to date thinking on brand led events Elaine O’ Brien Arts Councillor Failte Ireland

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Graphic identity The graphic identity is the visual interpretation of our brand. As with any strong brand the logo is a keystone element linking us with the observer. This logo portrays the Galway city brand as a vibrant, diverse and ever evolving city. Not only to the people of Galway city, but also on the national and international stage. The guidelines in this manual, demonstrate how the logo can be used and sets out rules to ensure that it is applied consistently.


Spacing An exclusion zone has been designated which should be kept free of other graphic elements or type.

The G around the logo indicates the minimum space required. G repersents 15mm.

Minimum sizes

A1

To ensure a strong brand presence on printed material we have set a matrix of minimum recommended sizes. We have set a absolute minimum size for the logo to ensure that it is always legible.

A2 A3 A4 A5 A6

20mm 30mm 40mm 50mm 60mm 70mm

Colour Pallet Consistent use of the Galway city brand colour palette will help strengthen the recognition of the brand’s identity.

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Brand Mark Arrangement

Using the identity on colour

The graphic symbol may be used on it own as a singular representative of the brand. However it should not alter from its current axis in print reproduction.

Our identity is primarily built on the interpretation of various colours, therefore is not functional or permitted to be placed on any colour background. However if the situation determines that it needs to be placed on such an environment please use the suitable alternatives.

When accompanied with the logo type its orientation and scale will always remain in proportion to the original settings. Never reproduce identity in a similar fashion to the examples shown below

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Co-branding options Events and publications may be sponsored by a wide range of bodies, each of which will require its brand identity to appear on all types of marketing collateral.

To deal with this issue an area should be allocated for co–branding and divided into a grid of equal areas according to the number of brands that need to appear.

This should comply with all minimum size and exclusion zone requirements. The Galway city identity should always appear in the top left area of the grid. If this position is taken by a lead sponsor then the Galway city identity should take the outside right position.

Primary

OTHER

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Secondry OTHER

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Brochure ray k  

Galway City brand guidelines & benefits.

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