Dublin Port Advertising Itself on Billboards - Why?

E

extopia

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You've probably seen this campaign. Billboards all over Dublin advertising the Dublin Port Company. Poorly designed (but that's beside the point I suppose).

Why is the Dublin Port Company doing this? The company runs the port. Its customers are shipping companies and other related businesses. It has no competitors, and no direct dealings with individual consumers.

So why this ad campaign?
 
Dublin Port's 'morkeshing deportment' using up its unspent budget to ensure it gets the same next year?
 
probably to stop it being 'moved' to north county dublin, there was a lot of talk about most shipping being moved to a new harbour and it's to protect their position there. seems a bit odd to me to build a port tunnel and then just when it's finished to start discussing moving the port.
agree that it's a waste of money.
 
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