SUMMARY
An urban regeneration project requires multi-level intervention, investment, trust-based partnerships and a shared vision. The success of Dublin One depends as much on strategic thinkingas on a coordinated approach by public and private players. By drawing on marketing research and involving the public, the actions undertaken by the merchants' association have brought about a change in image, an increase in the number of visitors to the city center and in investment, as well as a reduction in retail vacancy.
Keywords: branding, city center, image, public-private partnership, Place Marketing Forum Award, PMF19, revitalization, strategy, Dublin, Ireland
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