This article seeks to add to the growing body of research into government-led nation branding initiatives by examining a specific case study as the driver of a new nation brand strategy for Ireland. Drawing on interviews with senior government officials, policy advisors and brand marketing executives, the author examines the 'Global Ireland 2025' initiative and Ireland's campaign to win a UN Security Council seat. The findings indicate that some important building blocks of a new nation brand initiative have been put in place, most notably around government policy, leadership and resources. But in the absence of meaningful citizen and stakeholder engagement, the author questions the authenticity of the new nation brand strategy. This article argues that without meaningful collaboration, Global Ireland 2025 risks losing the opportunity to be more than just another promotional exercise.