The Limerick Council unveiled its new branding for the US market last week at the Irish Consulate in NYC.

M&C Saatchi and Core Media contributed to the new campaign, along with a number of local Limerick companies.

The character and culture of Limerick will be presented through a series of video stories of local people who will become the face of the campaign in traditional and social media buys.

Mary Harris, Managing Partner, M&C Saatchi, said:

“We’re incredibly proud to have taken the creative lead on developing the first brand for Limerick city and county. The brand and campaign we have developed represents a major statement of intent for Limerick and sets out its global ambitions. ‘Atlantic Edge, European Embrace’ immediately locates Limerick in the world and captures its grit, determination, and warmth. It also helps establish the city and county as the gateway to Ireland’s premier tourist proposition – the Wild Atlantic Way, whilst underlining Limerick’s strong cultural links to Europe, both now and in the past."