In 2007/08 Armagh City and District Council appointed Morrow Communications, to promote the city to its key audiences. The brief was to develop and support a sustained and strategic approach to the marketing and promotion of the city, the famed ecclesiastical capital of Ireland, and to do so under a new brand identity that would represent the city and its stakeholders.
Despite its wealth of history the city was falling behind its near rivals as a shopping, tourism and investment destination.
The overarching aim of the project was to develop, build and communicate a strong and meaningful brand identity that accurately depicted the unique attributes, values and personality of Armagh City while securing the buy-in and support of various stakeholder groups who would effectively champion the brand – the City itself.
Delivered through a public and private sector partnership between City Council and the City Centre Management Committee, our plan clearly depended on the ability to develop a brand around which the constituent parts of the city could rally. It advocated an integrated approach to tackle the issues that had undermined the city while espousing the regeneration of its economic, social and physical wellbeing.
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