2025 Place Brand Impact Story Award Finalist:Limerick
Limerick’s transformation from a city struggling with economic challenges to a dynamic hub of innovation, investment, and culture is a story of resilience, vision, and strategic branding. As a finalist in the 2025 Place Brand Impact Story Awards, Limerick’s success is not just about marketing—it’s about reshaping identity, driving investment, and creating a better future for its people.
The city’s place brand strategy, built around ‘Limerick: Atlantic Edge, European Embrace’, has united stakeholders and positioned Limerick as a compelling destination for talent, tourism, and business.
As Ireland’s first ever directly elected Mayor, I am committed to making Limerick one of the most desirable places to live in Europe. Our city and county have immense potential, and together, we can unlock it. My vision is rooted in three core pillars of creating a more liveable, prosperous and healthy Limerick. A Limerick where affordable housing, economic diversity, equality of opportunity and improved healthcare ensure a better quality of life for everyone. Through strategic actions and collaborative efforts, we are working on transforming our community.
John Moran
Mayor of LimerickA City in Crisis
In 2009, Limerick was facing one of its darkest economic periods. A struggling economy, job losses, and a lack of investment left the city in urgent need of a turnaround. Public perception—both domestically and internationally—was indifferent at best and negative at worst.
Recognizing the need for a bold repositioning, Limerick City and County Council set out to change the narrative. They embarked on a multi-year effort to create a place brand that would not only redefine how Limerick was seen but also how it saw itself.
The Birth of 'Limerick: Atlantic Edge, European Embrace'
In 2020, after extensive research and collaboration, Limerick launched its first-ever unified place brand. It was a clarion call to the world, reflecting the city’s dynamic spirit, resilience, and global ambition.
The brand captured Limerick’s unique geographic and cultural position—standing at the edge of the Atlantic, deeply connected to Europe, and powered by an entrepreneurial energy that fuels innovation and progress.
The results were immediate and powerful:
- Limerick trended number one on Twitter in Ireland on launch day.
- The brand dominated national media, securing prime coverage across TV, radio, and newspapers.
- Local businesses, institutions, and cultural organizations embraced the brand, integrating it into their own storytelling.
Limerick’s brand was no longer just a marketing tool—it became a unifying force for the city’s transformation.
Watch
Key Achievements & Impact
Targeted UNSDGs: Goal 8 (Decent Work and Economic Growth) & Goal 9 (Industry, Innovation, and Infrastructure)
🏆 Economic Growth & Investment
- 72 multinational companies now have a presence in Limerick, fueling job creation and economic expansion.
- €1 billion investment by Eli Lilly in 2024, reinforcing Limerick’s position as a major hub for innovation and life sciences.
- Ranked 1st in Europe for FDI Strategy (Micro Cities category) in the fDi European Cities of the Future 2025 Awards.
- Hosting the Ryder Cup 2027, further cementing Limerick’s status as a global events destination.
🌍 Sustainable Urban Development
- The city’s brand evolution embraces environmental responsibility, linking its ‘different kind of energy’ positioning with sustainability efforts.
- Limerick 2030 strategy integrates urban renewal, green spaces, and sustainable infrastructure, creating a livable, future-focused city.
- Ongoing efforts to reduce carbon emissions and support sustainable tourism, aligning with global climate action goals.
🎭 Culture, Identity & Reputation
- The Limerick place brand has united the city’s storytelling, ensuring consistency across tourism, investment, and education.
- Community engagement and the Brand Ambassador structure have strengthened local pride and ownership of the brand.
- Major cultural initiatives and events—from festivals to global sports—continue to reinforce Limerick’s reputation as a vibrant, welcoming city.
What the Experts Say...
Judges of the 2025 Place Brand Impact Story Awards praised Limerick’s place branding initiative for its strong comeback story, leveraging strategic planning and community engagement to reposition the city. They highlighted the effectiveness of the Brand Ambassador programme, which united key sectors—tourism, business, and education—under the ‘Atlantic Edge, European Embrace’ identity while allowing each to maintain its unique positioning.
The city’s ability to reinvent itself following economic challenges was commended, with particular recognition for how its geographical identity strengthens its role in tourism and investment. The brand’s impact was noted across multiple industries, supporting FDI growth and local confidence.
Limerick City and County Council are a forward thinking, entrepreneurial and absolutely committed destination. They are personally and professionally devoted to Limerick and share our huge ambitions for this very special place. Their network and ability to unite the community behind initiatives is unmatched and they are incredible partners who really understand place marketing.
Mary Harris
Director, Bird Global Advisory
Behind the Scenes
Aoife O’Shaughnessy, Marketing Officer at Limerick City and County Council, shares how Limerick’s bold place branding strategy has helped transform the city into one of Ireland’s fastest-growing hubs for investment, talent, and innovation. She discusses the impact of the Limerick 2030 strategy, the evolution of ‘Limerick: Atlantic Edge, European Embrace’, and how a "different kind of energy" is shaping Limerick’s future.
Follow Limerick Online
Congratulations to Limerick on being named a finalist in TPBO's 2025 Place Brand Impact Story Awards, in partnership with PLACExNordic - the Place Attractiveness Conference by Future Place Leadership, and Brand Finance. Limerick was also one of the few places worldwide selected for inclusion in the 2025 Place Brand Leaders Yearbook, further showcasing its impact and innovation in place branding.
Our thanks to Limerick City and County Council and Aoife O’Shaughnessy for sharing insights and resources supporting this showcase.
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