DESTINATION EDINBURGH MARKETING ALLIANCE DEMA

1
DESTINATION EDINBURGH MARKETING ALLIANCE (DEMA)
An update presentation to Edinburgh Chamber of
Commerce Tourism Policy Group Monday 8
September 2008
2
The importance of destination

• Places must engage with the outside world in a
  clear, co-ordinated and communicative way if they
  are to influence public opinion. A robust and
  productive coalition between government, business
  and civil society, as well as the creation of new
  institutions and structures to achieve and
  maintain this behaviour, is necessary for
  achieving this harmonisation of goals, themes,
  communications and behaviours in the long term.
• Simon Anholt, Place Branding Public Diplomacy,
  2008

3
Where has it come from?

• Promoting Edinburgh as a Destination Task Group
• Looking at Tourism, Talent Trade
• Identified a consensus that change required
• Task Group report February 2008 made
  recommendations for way forward

4
Key issues identified

• Over 40 individuals involved
• in consultation and
• concluded
• Currently a fragmented approach
• Need for clarity of common purpose
• Requirement for Leadership
• Need to create a Destination Promotion Strategy
• Opportunity to capitalise on assets and maximise
  cross-selling

5
Competitor Cities

• A detailed examination was undertaken of
  Barcelona, Manchester, Vienna, Sheffield,
  Vancouver and Birmingham high performing cities
  that have organised their destination assets in
  new ways.

6
Competitor Cities Key conclusions for Edinburgh

• Destination body created as a reaction to a
  combination of a big picture and specific
  circumstances and challenges
• An antidote to perceived challenges of structural
  leadership and creeping incrementalism
• Often regeneration and development led
• Promotional bureaus are seen as integral to a
  city vision positioned as both an enabler and a
  problem solver

7
DEMA project scope timescale

• DEMA is a project to develop a business, it is
  not yet a city promotion entity.

Destination promotion strategy drafted
Preferred Delivery Model chosen
Business Case for Model finalised
Destination promotion strategy commissioned
DEMA launched
November
December
January
February
April
March
July
8
Five objectives for DEMA

• Objective 1 A customer focussed one-stop shop
  that adds value for its parties and the customer
• Objective 2 Create a Destination Promotion
  Strategy for the City
• Objective 3 Form new local, national and
  international perceptions for Edinburgh as a
  destination
• Objective 4 Shared Promotion a catalyst for
  public-private partnership maximising
  collaborative opportunities
• Objective 5 Dedicated city marketing and
  promotion function

9
Activities May to August 2008

• Project Director seconded from May and p/t
  Project
• Manager from June
• Stakeholder meetings with
• VisitScotland/ ECC/EICC/ECB ( presentation at
• members event) /EICB/ Alan Robertson/EFF
• Derek McCulloch/ Edinburghs Festivals/ Essential
• Edinburgh/ Scottish Enterprise/CEC Departments
  Elected Members
• Destination Promotion Strategy Brief out to
  tender July
• Meeting of the Delivery Group 31st July
• Meeting of Project Board 12th August
• Project Initiation Document approval from
  Councils
• Economic Development Committee 19th August

10
DEMA Destination Marketing Wheel
11
Who is involved in the DEMA project?
12
Project GovernanceStructure and Activities
DEMA Project Board
Project Director
Project Manager (P/T)
DEMA Delivery Group
Visit Work Package Subgroup
Invest Work Package Subgroup
Live Study Work Package Subgroup
13
Project GovernanceStructure and Activities
STRUCTURE
MEMBERS
AGENDA MEETINGS
DEMA PROJECT BOARD
Chair Dave Anderson, Director of City
Development, CEC Graham Birse, ECC Faith
Liddell, Edinburghs Festivals Alan Johnston,
Edinburgh Convention Bureau Alan Robertson,
Jones Lang LaSalle Derek McCulloch, Gillespie
McAndrew Barbara Smith, ETAG John Denholm ,
Marketing/Recruitment Specialist Represntative,
Financial Services Sector Representative, Higher
Education Sector Sinead Guerin, Visit
Scotland Linda MacPherson (Susan Watson) SE(E)
Tony Baker, SDI Isabell Reid, CEC Kenneth
Wardrop, DEMA

• 12 Weekly Meeting Cycle
• Provide leadership for approval of Destination
  Promotion Strategy and DEMA Transition Project
  Communication/Stakeholder Engagement Plan /
  Business Plan for Alliance
• Review Research
• Review Performance and Outputs of Delivery Group

DEMA DELIVERY GROUP
Chair Kenneth Wardrop, Project Director DEMA,
CEC Sue Stuart, ECB Josef Church-Woods,
Edinburgh Chamber of Commerce Marketing officer,
Edinburghs Festivals Ian Broadfoot, Essential
Edinburgh Barry Shafe, Edinburgh Science
Triangle Simon Williams, ETAG Ailsa Falconer,
Edinburgh City Region Brand Margaret McNeil
(Susan Watson), SE(E) Stewart Laing, SDI Elaine
Ballantyne, CEC Ritchie Somerville, CEC (Project
Management) Representative, VistScotland (TBC)

• 4 Weekly Meeting Cycle
• Sign off, take forward monitor Action Plan for
  managing transition (communication stakeholder
  engagement Plan)
• Co-ordinate and commission appropriate customer
  research and gap analysis
• Develop propositions for VISIT, INVEST, LIVE
  STUDY.
• Develop Destination Promotion Strategy covering
  these V,I,LS.
• Develop 3-5 year business Plan for approval by
  the Project Board by DECEMBER 2008
• Develop proposals for recruitment of a
  high-profile chair and non-executive board
  members for DEMA Board by January 2009.

DEMA DELIVERY SUB-GROUPS for VISIT, INVEST,
LIVE STUDY
14
Current Players Involved Promoting The City
Across Visit, Invest, Live Study

• TOURISM (VISIT)
• Edinburgh Tourism Action Group
• Edinburghs Principal Hotels Association
• Restaurant Sector
• Essential Edinburgh
• Edinburghs Festivals
• Visitor Attractions (for example Royal Yacht
  Britannia, National Galleries Museums, etc..)
• Transport operators
• Unique Venues of Edinburgh
• Luxury Edinburgh
• Historic Scotland
• Edinburgh Film Focus
• Edinburgh Convention Bureau Ltd
• Edinburgh Inspiring Capital Brand
• The City Council
• VisitScotland
• Event Scotland
• Scottish Enterprise

• TRADE (INVEST)
• Edinburgh Chamber of Commerce
• Key Sectors/ Industries
• Property Letting Agents
• Edinburgh Business Assembly
• Essential Edinburgh
• Scottish Retail Consortium
• Edinburgh Science Triangle
• Scottish Development International
• Scottish Enterprise
• Project Edinburgh
• City of Edinburgh Council (Economic Development)
• TALENT (LIVE STUDY)
• Universities
• Further Education Colleges
• Scottish Government (Scotland is the Place/ Fresh
  Talent/ Skills for Scotland)
• Key Sectors/ Industries
• British Council

15
Managing the Transition organisational
inter-relationships
Alliance Board
Project Board
Client Group
Task Group
Alliance Delivery Group
Delivery Group
ETAG
Tourism Group
Visit Group
EDINBURGH INWARD INVESTMENT GROUP
Trade Group
Invest Group
Talent Group
Live Study Group
Now
16
THE DESTINATION PRIZE

• The Destination Edinburgh Marketing Alliance is
  a powerful new function, specifically charged
  with the destination promotion of Edinburgh.
• Bringing together a coalition of the citys top
  talents the organisation is led by an experienced
  leader with both internal and external
  credibility
• the organisation is supported by a committed team
  both seconded and dedicated professionals a
  core full time team of experts with skills and
  experience in business and leisure tourism,
  inward investment, and talent attraction
• the new function is supported by networks of
  public and private sector organisations, lending
  crucial expertise and resources to the promotion
  of Edinburgh
• This function provides the city with critical
  tools to stand out in the highly competitive
  national and international destination arena
• Part of the unique selling point (USP) of this
  organisation is its commitment and focus on the
  customer and its delivery of a unique story
  telling (UST) capability for the City

17
Destination Edinburgh Marketing Alliance its
roles
CHAMPION
CONNECTOR
AMBASSADOR
DEMA
DEAL MAKER
MARKETER
COMMENTATOR
ASSET ENHANCER
INTELLIGENCE
18
EDINBURGH A VIBRANT, AUTHENTIC, INSPIRING
DESTINATION A BOLD CITY OF THE FUTURE

• Contact detailsKenneth Wardrop, Project
  Director Destination Edinburgh Marketing
  Alliance Project The City of Edinburgh Council,
  City Development DepartmentBusiness Centre G1,
• 4 East Market Street,
• EDINBURGHEH8 8BH Tel [phone]Email
  kenneth.wardrop_at_edinburgh.gov.uk