Irish cities uncovered: Revealing the culture of four cities in a meaningful way
Sheila Cunningham and Guy Perrem
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Introduction
Culture is ethereal and it can be difficult for consumers to identify and explain. This paper describes research that was designed to meet the challenge of defining culture for specific cities. Providing insights into the cultural fabric of four Irish cities enables a portfolio of brands seamlessly embed themselves into each city's social fabric. The brands can then maximise their marketing opportunities in those cities.