DESTINATION EDINBURGH MARKETING ALLIANCE PRESENTATION TO EDINBURGH BUSINESS ASSEMBLY

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DESTINATION EDINBURGH MARKETING
ALLIANCEPRESENTATION TO EDINBURGH BUSINESS
ASSEMBLY
24 March 2009Norman Springford, ChairKenneth
Wardrop, Project Director Destination Edinburgh
Marketing Alliance
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• Edinburgh clearly needs to gain more
  recognition for its contemporary assets and
  achievements. It seems unlikely that business
  as usual will result in significant enhancement
  of Edinburghs international profile Edinburghs
  current activities and assets are maintaining its
  position just outside the Top 20 of the City
  Brands Index, but if Edinburgh is to compete on
  profile with any of the higher-ranking world
  class cities in the list, a step change in the
  scale and importance of its activities
  sporting, cultural, political or economic will
  be required.
• Simon Anholt, City Brand Index 2008

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• A STEP CHANGE FOR THE CAPITAL
• Destination Edinburgh will become the
• central focus for shaping perceptions
• of Edinburgh across the target areas
• of visit, invest, live, work, and study
• a driver for the overall economic
• development activity of the city.

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DEMA a consortia of partners
Destination Edinburgh Marketing Alliance
Diagram to be added
Festivals Edinburgh
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Our Objectives

• Develop a marketing strategy for DEMA providing
• Definition of the target customers, their desired
  experience and tailoring the Edinburgh offer to
  each strand of visit, invest, live and study
• Define priority markets
• Detail the implications for delivery of the
  strategy in relation to
• Form and structure
• Management arrangements
• Resourcing
• Exploiting cross selling synergies and
  opportunities
• Mechanisms to add value to the citys promotional
  activities

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DEMAs intent for Edinburgh Edinburgh needs to
work hard to be thought of as a dynamic
capital Edinburgh needs greater presence and
contemporary pulse The traditional, historic
beauty is a key driver but we need to up weight,
and create belief in, modern vibrancy Commitment
to Visit but turn up the volume on the Live
Work and Invest agenda. Refocus Visit and
Study messages to drive these agendas
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Guardian and champion of the Edinburgh proposition

• To tell interesting, inspiring and relevant
  stories about Edinburgh and get more of the right
  people visiting, investing, living, working and
  studying in our city.

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A communication machine for Edinburgh Turning
up the volume

• Mixing Desk Campaigning turning up the
  volume on key messages
• Leveraging partner resources and networks
• One Stop Shop to ensure alignment and effective
  use of resources

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Consistent coherent messaging
Our proposition needs to communicate Edinburghs
reputation as a beautiful, compact city with a
unique heritage and history
And balance this with messages about Edinburghs
role as a dynamic, contemporary and innovative
capital city
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Edinburgh is a world class capital city, compact
but rich in experiences. It combines a
contemporary vibrancy with a rich historical
heritage and architectural beauty. And its
closeness to nature gives it a truly elemental
feel.
Visit Within Edinburghs inspiring historical and
architectural beauty you will enjoy a truly
cosmopolitan and vibrant city. Famed for its
festivals, Edinburgh offers modern and
traditional cultural experiences within a
compact, memorable setting.
InvestA city with a real sense of place and a
reputation for generating world changing ideas,
Edinburghs compact size and quality of life
enables powerful business networks that generate
innovation and growth
Live Work Edinburgh is a world class capital
city, compact but rich in experiences. It
combines contemporary cultural vibrancy with a
rich historical heritage, architectural beauty
and elemental natural features.
Study Edinburgh offers a unique student
experience . Renowned academically the city is
also a thriving student centre with a huge range
of cultural experiences available. It is ideal
for those wanting both vibrancy and excitement as
well as an active, outdoor lifestyle.
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Substance not rhetoric
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Tactical messages
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• A distinctive audiencefor a unique city

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The customer journey integrates the agendas
Invest Live Work
Visit Study
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Edinburgh audience
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DEMAs roles and responsibilities

• A leader, supporter and collaborator - uniting
  Edinburghs stakeholders
• Theres no one group or individual who can
  deliver DEMAs intent. DEMA will be as
  strong as its leadership and the
  partnerships formed through it
• Communicating the city proposition consistently
  and coherently
• Directing the overall promotional strategy and
  working with partners to decide where
  delivery is needed and who is best placed to
  deliver

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DEMAs will be an added value organisation
delivering these responsibilities by

• Being the source of leading quality customer
  data and insight specifically focused on
  Edinburghs key audiences
• Using this insight to design and action plans
  and tools designed to promote Edinburgh
• Using this insight to develop product and
  promotional strategies designed to achieve
  key objectives for each audience
• Providing project management support to enable
  the development, application and funding of
  these strategies

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Indicative Provisional Targets/ Perfomance
Indicators

• DEMA will work with Alliance leaders from Visit,
  Invest, Live, Work and Study agenda areas to
• agree (and annually review through the Board
  based on the 3 year Business Plan) performance
• targets which demonstrate additionality and take
  into account
• Existing KPIs for agenda areas
• Ability to measure and evaluate
• Ability for communications DEMA activities to
  influence

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How will DEMA work?

• Strong leadership / Voice for Edinburgh
• Alliance of Partners
• Company Limited by Guarantee
• A dynamic, entrepreneurial, stand alone
  organisation
• Private Sector-led Board
• Resembles a business services organisation
• Core staff (initially seconded from CEC)
  resources

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DEMA what might the delivery vehicle and
governance look like?

• a consortium of interests
• aims to leverage private sector funding support
  on the back of the public sector funding base
  based on 3 year business plan
• public sector funding c1m (currently focused on
  activities with existing organisations
  e.g.VS/ECB/EFF/ETAG and promotional activities
  including brand web sites, research and
  Destination Promotion Team)
• dedicated to promotion a business servcies
  organisation/ this is not an after care function
  or an economic development agency
• not a Council owned company but the Council is
  a core investor
• private sector funding is dedicated to customer
  facing service
• representative accountable
• offers appropriate levels of control
• is nimble efficient

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What will DEMA do (from April 2009)?

• Guardian and custodian of the Inspiring Capital
  brand web presence a dynamic multimedia hub
• Audience research and market intelligence know
  our customers better/ real time
• Information brokerage
• Pre-arrival marketing and targeted campaigns

Visit Edinburgh
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What will DEMA do (from April 2009)?

• Generation Y - Emergent intelligence promotion
• Global Champions (Ambassadors) Network
• Customer Relationship Management
• Product Development
• Performance measurement

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Some examples of DEMA led partner activities from
April 2009

• www.edinburgh-inspiringcapital.com a dynamic
  multimedia content hub
• facilitate creation of an Edinburgh champions
  network (building on ECB ambassadors) -
  support with Edinburgh toolkit
• PR support for headline city stories 5 positive
  Edinburgh messages a day
• facilitate Edinburgh Connections direct
  international air routes promotion
• facilitate Winter Festivals joint promotion
  (festivals/retail/accom/operators)
• accelerate the ticketing portal/ ticket outlet
  for the city centre
• support ECB Ltd on a London focused Corporate
  Buyers road show
• develop an universities alumni rewards scheme
  (retail, hotels, restaurants)
• In good company inward investment promotion
  communicating to prospects the community of
  companies and institutions already in Edinburgh
  in financial services, biotech and informatics
  (key industries)
• joint marketing/ promotion strategy with
  Universities focused on key international markets
• develop red carpet programme/ protocol for
  visiting inward investment prospects (co ordinate
  partner participation)

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DESTINATION EDINBURGH MARKETING ALLIANCE What
role might the Edinburgh Business Assembly play?

• City Messaging Champions/ Ambassadorial Role
  Activities
• Helping to extend the messaging reach as
  consortium/ collaboration partners with DEMA
• Sharing of Market Intelligence
• Guiding Performance/ Monitoring

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DESTINATION EDINBURGH MARKETING ALLIANCE A STEP
CHANGE FOR THE CAPITAL IN THE CITYS PROMOTION
For more information go towww.edinburgh-inspirin
gcapital.com www.edinburghbrand.com Visit
Invest Live Work Study Thank you

• Norman Springford, Chair
• Kenneth Wardrop, Project Director
• Destination Edinburgh Marketing Alliance c/o
  The City of Edinburgh Council
• City Development DepartmentEconomic Development
• Business Centre G6
• 4 East Market Street
• EDINBURGH EH8 8BH Tel [phone]
  
• kenneth.wardrop_at_edinburgh.gov.uk