Cutting edge: how Limerick is turning its reputation around

The council’s head of marketing Laura Ryan is determined to banish the city and county’s image problem for good, and has enlisted London‘s M&C Saatchi for a major rebrand

2nd February, 2020
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Laura Ryan, Head of Marketing and Communications Limerick City and County Council and David Glass, Chief Strategist, M&C Saatchi pictured at the launch of ‘Limerick: Atlantic Edge, European Embrace’. Picture: Alan Place

When Laura Ryan moved from Dooradoyle to Dublin, she was left under no illusions about her home county’s image problem. “When I was working as a journalist in Dublin, people would ask me if Limerick was as bad as they had heard, even though they had never even been here,” she said.

Now, as head of marketing and communications at Limerick City and County Council, she is overseeing a major rebranding...

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