Tipperary embarks on first ever unified promotional campaign for inward investment
26th April 2017
The ‘Tipperary – The Place, The Time’ campaign is the latest advancement by the county which saw its two local authorities amalgamated in 2014 and is now targeting indigenous and FDI investment for local authority and privately owned properties across the county. The Tipperary County Council campaign was officially launched by Minister for Jobs, Enterprise and Innovation Ms Mary Mitchell O’Connor TD, at Kilshane House, Tipperary with the unveiling of a suite of marketing assets - website, brochure and video –that will kick-start the campaign.
The newly devised assets will be used to support the relevant job creation agencies, particularly the IDA and Enterprise Ireland, in their quest to stimulate inward investment. The launch event was attended by over 200 guests from the multi-national and indigenous sectors, Enterprise Ireland, the IDA, as well as high profile figures drawn from the world of sport and entertainment.
The preparatory stage for the campaign has seen it benchmarked against others in the South East and Mid-West and, critically also, has seen the Tipperary value proposition defined for the first time. Among the key selling points for the county is its geographical location, giving it unequalled accessibility and connectivity, not least access to three international airports, six ports and two motorways, which also ensures it has access to an unrivalled talent pool from the country’s largest population bases and third level centres.
The campaign will also focus on track record, with significant FDI investments already made by the likes of Boston Scientific, MSD, Amneal, First Data, as well as significant indigenous employers such as Coolmore Stud – the world’s largest thoroughbred breeding operation; ABP Food Group, Abbey Machinery, Arrabawn, Centenary and Tipperary Co-Ops from the agri sector; Carey Glass in the building sector; C&C drinks company and many others. Other key strengths identified in the county include its world-class infrastructure and its affordable lifestyle and rich culture.
The campaign comes off the back of significant pro-investment interventions by the local authority, including at investment locations such as the Questum Innovation Centre in Clonmel; Springfort Business Park in Nenagh and the Roscrea Business & Innovation Park.
Speaking at the launch, Minister for Jobs, Enterprise and Innovation Ms Mary Mitchell O’Connor, TD, said: “Earlier this year I, together with Taoiseach Enda Kenny, TD, launched the Action Plan for jobs 2017 with a target of Ireland achieving full employment by 2020. That plan contains a range of innovative initiatives and one of my ambitions is to see the growth spread out into the regions, into counties like Tipperary. That will not happen just through government policy and action but requires counties and regions, individually and collectively, to take the initiative themselves, just like Tipperary is doing today. I commend Tipperary County Council on this; they have hit the ground running with ‘TIPPERARY – THE PLACE, THE TIME’ and if this is a sign of things to come, I have every confidence but that working together we will see Tipperary achieve significant investment and job creation.”
The Cathaoirleach of Tipperary County Council Siobhán Ambrose urged guests, which included company CEOs, agencies and elected representatives, to use their contacts, networks, Diaspora and their international headquarters to raise awareness of the Tipperary value proposition. "We have the product; Tipperary is the right place to invest, start or develop a business and now is the time to do it as all the pieces are in place. With your help and goodwill, this campaign has the potential to deliver thousands of jobs for Tipperary over the next 5 years.
“This is a very important day for our county. After 180 years as two separate authorities, Tipperary finally and rightly became one unit just under three years ago when it delivered the first merger of two county councils in the country. There was a natural bedding down period but over the past 18 months and more we have seen real progress made. With the ground work down, we are intent on helping to drive growth. This marketing programme for inward investment is evidence of that. In many respects, it’s a coming of age for Tipperary; we’ve analysed what we are, seen that we have a very compelling proposition and are now going out to the wider world to shout about it in the hope of attracting investment.”
Said Tipperary County Council Chief Executive Joe MacGrath, “Today in many respects is a new beginning for Tipperary as it’s a day in which we begin to openly promote Tipperary in its entirety for the first time nationally and internationally for inward investment. Tipperary is a recognised international brand but one we were never in a position to promote from an inward investment perspective until now.
“Ultimately, we embarked on this journey because it’s fair to say that while we have done well in job creation in recent years, particular in terms of indigenous industry, we still fall short of what I consider to be the potential of this county. We have a clear economic mandate in the local authority and it is incumbent on us to play a role in helping advance the county’s economy by supporting the likes of the IDA and Enterprise Ireland. There’s a lot of competition out there and unless we tell our story well, we won’t make the advances we are capable of.”
Said Ms Anne-Marie Tierney-Le Roux, Head of Regional Development, IDA Ireland: “ This campaign and these marketing assets will be helpful to IDA as we promote Tipperary overseas for inward investment. IDA is committed to winning high quality jobs and investment in locations outside of major urban areas.”
Said Jerry Moloney, Regional Director, South Region, Enterprise Ireland: “Tipperary has an extremely strong record in developing indigenous industry and investment and we certainly welcome this campaign, which will assist in promoting the pro-business ecosystem in place here in a way that has not been done before. That can only help in terms of investment and job creation going forward.”
Related Links:
Tipperary – The Place, The Time
