Limerick has launched a new brand aimed at promoting the city nationally and globally as a destination for inward investment, industry, tourism, education, the arts and culture, education and for people to live and work in.

"Limerick : Atlantic Edge, European Embrace" is the new brand aimed at internationalising the city.

The new branding aims to ambitiously placing Limerick at the most dynamic global crossroads, while at the same time aims to capture the sense of warmth and resilience of the historic city and county.

It has been developed by the creative agency M&C Saatchi.

The agency consulted with a wide range of people including members of the public, the business community, focus groups and third level colleges including the Limerick School of Art and Design - one of the top 50 art colleges in the world. 

A multi-market campaign entitled "Percentages" will aim to quantify Limerick's combination of edginess and friendliness including a series of video roll-outs of Limerick heroes to tell their stories to an international audience. 

They include aeronautical engineer Dr Norah Patten, Michelin chef Michael Tweedie, style queen Celia Holman Lee, tattooist Ross Nagle and climate activist student Saoirse Exton. 

The initial cost of the programme is €70,000 but the estimated cost is expected to be more than €700,000 over the next number of years. 

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David Glass, a partner with M&C Saatchi, justified the cost for what he described as an ambitious and bold programme for growth.

He said the initiative will bring fresh international eyes to the resurgence of the city across six pillars - tourism, education, business, local and community, culture and media.