‘UK’ dropped byNITB from UKCity of CultureROI campaigns

Buses driving around Dublin feature huge banners promoting the ‘City of Culture.’ The same applies to a press campaign around the Republic of Ireland, which also omits the ‘UK.’

“It is disrespectful in that we were announced as the first UK City of Culture and you would expect it to be given its proper title,” Alderman Gary Middleton told the Sentinel.

“It is particularly wrong that our own NITB has dropped the UK,” he added. “It ignores the fact that down south they have their own City of Culture next year in Limerick.”

Alderman Middleton said it was ironic NITB had dropped the ‘UK’ in its campaign in the Republic whilst Tourism Ireland readily promotes UK City of Culture 2013 in adverts in Great Britain and continental Europe.

“I don’t know what it it is, whether there is political interference of not,” he said. “But there seems an unwillingness sometimes to use the UK title.”

A NITB spokeswoman said it used both terms depending on the market it was targeting.

She said: “The UK City of Culture is very exciting for us as we are using the range of events to raise awareness of both the city and the wider Northern Ireland destination.

“We use television, radio, press, magazines, outdoor advertising and digital and social media to ensure Northern Ireland remains at the front of consumers’ minds when booking short breaks.

“With regard to the use of “UK”, we use a mixture of the terms ‘ UK City of Culture’ and ‘City of Culture’, depending on the market we are advertising in and the audience we are talking to.

The Sentinel asked Limerick City Council, which secured the very first Irish City of Culture title in 2014, if it was concerned about those promoting Londonderry’s year in the cultural limelight. A spokesperson for Limerick City Council declined to comment.