Following a series of in-depth discussions with the traders of Princes Street we were tasked with creating a marketing strategy, focusing on promoting Princes Street as an aspirational destination for retail and hospitality. We also paid particular attention to Princes Street being Cork’s first street dedicated to outdoor dining.
Given the variety of traders on the street, we used a place marketing strategy that was sensitive to the retail, hospitality and service providers of the street. Our first task was to bring the street to life with a compelling brand that positioned the street as a fun and enjoyable place to be and would resonate with Cork natives but also tourists, benefiting the street’s traders.
By following our strict branding process of research, ideation and execution we created a bright, fun and colourful brand that perfectly aligned with the atmosphere and aspirations of the street. Using bright colours, abstract shapes and iconography paying homage to the City we love, the Princes Street brand was born.
Once the brand was designed, we moved to the awareness phase of our place marketing strategy. This included dedicated social media pages promoting the street and it’ traders. We also created and encouraged the use of the hashtag #EatOnTheStreet to create a buzz and user generated content which we would reshare. We designed and developed an independant website to act as a directory for the street’s traders and on street signage to build on the fun and energetic atmosphere of the street. Our place marketing strategy also incorporated traditional marketing which resulted in editorial on the street featuring in local and national newspapers and online publications.
To launch the new initiative and the on street dining experience, we approached the traders with the idea of hosting an on street dining experience in aid of Cork Arc Cancer Support House, #Eat4ARC. A 6 course tasting menu from the street’s traders was curated along with a drinks reception and entertainment from local legend, John Spillane. We promoted the event via social media, managed ticket sales on eventbrite and used local foodie influencers to generate awareness and leads. We attended the event to gather photography and videography for use on social media, the website and third party media. The event sold out.
Princes Street quickly became the place to be in Cork City and continues to grow and improve today. Our branding and palace marketing strategy was hugely successful in building the profile and generating awareness for the street and it’s traders and the Eat 4 ARC event sold, raising much needed funds for Cork Arc.
17 other streets in Cork have been pedestrianised for on street dining as a result of Princes Streets success and it continues to receive funding to improve the user experience.
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