Still from “Dublin: A Breath of Fresh Air” campaign promo. Failte Ireland CEO calls for tourism by design rather than by default.YouTube

As part of a new tourism campaign Dublin has unveiled a new logo and slogan.

“Dublin: A Breath of Fresh Air” is the catchphrase for the €1 million campaign, which is being funded by Fáilte Ireland, local authorities in Dublin city and county, Dublin hotels, and other private sector operators, such as Brown Thomas and the Guinness Storehouse. reports the ads will be used in the UK, France and Germany to “communicate Dublin’s unique position as a vibrant capital city bursting with a variety of surprising experiences and a destination where city living thrives side by side with the natural outdoors.”

The Grow Dublin Tourism Alliance (GDTA) says that Dublin is “underperforming against its potential” in terms of tourism.

“Awareness of Dublin and what it offers the visitor is not well-known in our main potential markets; tourism to Dublin has declined since its peak in 2007; and most significantly, Dublin has slipped behind its main city competitors in Europe.”

Part of the plan is to change Dublin’s image as a “party city” to one that offers a more rounded experience.

“It is designed to move the perception of Dublin from a weak and one dimensional image to that of a city pulsing with life, from its ever evolving culture and curiosity to its vibrant people – emphasizing that the city breathes life into those who visit.”

The GDTA plan envisages a growth in total visits to Dublin to 6.2 million a year by 2020.