Dublin Sightseeing has a great product portfolio and a solid reputation for providing tours and travel services in and around Dublin. However, the market has become more competitive and audiences purchasing behaviours are changing. The challenge was to relook at the brand and how it engages with its many audiences, helping to grow market share, and regain its position as the “authentic Dublin” sightseeing company.
It was important to show that Dublin Sightseeing is not a faceless multinational, but a team passionate and proud of their city and eager to share that with the world. Building on the company’s core USP – the best and most knowledgable drivers and guides in the city, and the inimitable Dublin personality, we defined the positioning as “the Dubliners Guide to Dublin”. The name of the brand needed to become more active, iconic and memorable – less about a generic sightseeing service, and more about what it enables travellers to do. The name DoDublin was a clear favourite resonating with locals and tourists alike.
The new identity is visually represented by a ‘D’ with the symbol of an eye and a travel route combined. Our tagline, ‘Don’t just sightsee, explore’ repositions DoDublin versus their competitors and speaks directly to visitors’ desire to get under the skin of the city they are visiting. The visual expression and messaging provides a distinct insight into the city, the culture and the people providing an experience that is real, unique and never scripted.