Many of Cork’s landmark buildings, including City Hall, County Hall, Port of Cork, University College Cork, CIT’s City Centre Hub on Grand Parade, The Capitol and One Albert Quay, among others, will be turning red this week to mark the launch of a new brand to promote all that is great about Cork. The We are Cork brand will enhance marketing of the city and county nationally and internationally, as a great place to live, work, invest, study, play, visit and succeed.
The initiative aims to support Cork as it’s poised to become the fastest growing region in Ireland in the next 20 years. With €510 million in commercial development underway or recently completed in Cork, the region is home to the world’s largest technology company, Apple and seven out of 10 of the world’s top 10 pharma companies.
With increased global movement of companies, and Brexit uncertainty, stakeholders in Cork have been working to promoting its economic and lifestyle merits with all the benefits of a metropolitan area, as well as vast open spaces, scenery and extensive coastline. And, notably, Cork is poised to become the European Union’s second largest English-speaking region.
As part of the initiative, which is a first in Ireland, the region’s stakeholders, including Cork City Council, Cork County Council, Cork Airport, Port of Cork, University College Cork, Cork Institute of Technology, Cork Chamber, Cork Business Association, Ibec, Enterprise Ireland, IDA, Fáilte Ireland and Visit Cork are backing the We are Cork brand. As the umbrella brand for Cork, it is envisaged that We are Cork will come to represent and promote the region internationally, nationally and locally. It will also be available for use by all businesses, organisations and interested parties in Cork.
An Tánaiste Simon Coveney TD was on hand to launch the We are Cork brand, and said: “We Are Cork is a brilliant initiative to bring together under one banner everything that makes Cork great. The city and county is going to be the fastest growing part of the country for the next two decades and it is essential that campaigns like We Are Cork are initiated to make the most out of the business to be done.”
Speaking at the launch of We are Cork, Cork City Council Chief Executive and Chair of the We Are Cork Steering Committee, Ann Doherty, said: “Collaboration is the cornerstone of the We are Cork brand, which should be adopted widely in the coming weeks and months. The brand has unilateral support from all major players in Cork, unifying Cork’s positioning and messaging to help us tell the Cork story cohesively overseas, as well as at home. With Brexit around the corner, it is vital to be prepared for the challenges and opportunities that this will inevitably bring. We are Cork is vital to our strategy to help realise the ambitious growth targets for our region set by Government in Ireland 2040.”
Cork County Council Chief Executive, Tim Lucey, said: “We Are Cork is a brand under which we are united in showcasing the Cork region on a local, national and international stage. Cork is unique in terms of its offering, balancing significant urban growth with a quality of life across our rural, coastal and island communities that is second to none. Our highly talented workforce and low cost of doing business is a proven attraction but it is the quality of how we live that secures retention. We Are Cork has incredible potential, we just need to live it now and into the future.”
With a population of over half a million people, Cork will see an investment of €200 million in public transport in the coming years and €214 million on roads in the next three years. New flights continue to bolster the region’s accessibility, with a number of direct flights to the USA and almost 15 flights daily to and from the UK.
Residential costs are 30% lower in Cork when compared to Dublin. Cork has previously topped the Financial Times‘s European League for Foreign Direct Investment table and is currently home to 158 FDI companies located in the region, including global leaders, such as Dell EMC and Vmware, Pfizer, Eli Lilly among others. Cork has also been voted the top small city for business friendliness and the third friendliest location in the world, along with numerous accolades from travel, food, culture and arts. It is against this proven track record that the region’s stakeholders have joined forces to bolster Cork’s thriving ecosystem and ensure a unified communications message of success from the region.
Conor Healy, CEO of Cork Chamber, added: “Cork has everything to offer – a great place to live, work, study, invest and to succeed. As a long-term advocate of the need for a strong place brand, we are excited to see not just the We are Cork brand launched here today but most importantly the collaborative approach that has been taken by all involved. Building on this we are calling on the people and businesses of Cork to support the brand and demonstrate the strong collective voice we have in the region, as we work together to position Cork for prosperity.”
For more information and to download a copy of the We are Cork brand, visit wearecork.ie or follow #wearecork on social media.