| Update my details Contact us View in browser Subscribe |
|
|
Destination Edinburgh Marketing Alliance
November/December e-zine
Dear Welcome to the November/December 2009 e-zine from Destination Edinburgh Marketing Alliance Ltd. It has been a year since the DEMA team were first brought together from the Edinburgh Inspiring Capital Brand and the City of Edinburgh Council's Economic Development Tourism team. Within the first year key milestones met include the shaping of the DEMA team, finalisation of the Destination Promotion Strategy and sign-off by the Board of Director's of the three-year Business Plan. We have increased our digital platform activity, media messaging and campaigning. This promotional activity is evidenced through news items within this e-zine. It has been interesting to notice a significant increase in positive media coverage of Edinburgh as a visitor destination in the travel pages of many UK publications and web sites. I believe this is linked to the city's profile raising over these past months. The continued support of partners has undoubtedly helped us achieve so much in such a short space of time. We are leading on the "Edinburgh Sparkles" winter campaign including airport advertising at London Gatwick, Stansted and Southampton, an array of attractive visuals and projects including large image projections in Manchester, Leeds and Newcastle and alternative Christmas decorations to be displayed around the city. This type of campaign is a first for Edinburgh promoting the rich and diverse lifestyle and retail offering of Scotland's capital city over the festive period. The Edinburgh Inspiring Capital Clipper, as part of the Round The World Yacht Race 2009/10, is now in Cape Town. The Capital Crew have presented a set of Edinburgh-based books to the Rio -de-Janeiro Chief of Staff to promote Edinburgh as the first UNESCO City Of Literature. Activation promotion focussed on inward investment and attracting talent is being planned with partners for Singapore, San Franciso and New York. The Board also welcomes two new Director's. Professor George Stonehouse (Dean of the Business School and Professor of International Strategic Management at Edinburgh Napier Univesity) and Professor Steven Hiller (Vice Principal International from The University of Edinburgh). These additions to the Board strengthens the capacity of DEMA to progress the cross-selling agenda between Visit, Invest, Live, Work and Study. In the reflective mood of this piece I would like to thank the staff in the DEMA team, those involved in the transition project team, delivery and working groups, the new DEMA Board Directors and city stakeholders for your continued support over this past year. I would also like to thank the interim Chair Norman Springford who recently stood down from this role and the Board. Norman expertly helped guide the project at an important time in its formation. Looking forward I am confident we now have a sound platform on which to build. The team at the request of the Board of Directors are currently working on a strategic short, medium and long term action plan which will be focussed on core annual events and festivals, and landmark events and transformational projects in the pipeline in the city such as Sporting Championships in Autumn 2010, the National Museum opening in 2011, the 2012 Olympics and Ryder Cup in 2014, all of which will the define the messaging about the city and its perception/reputation management. This focus will help prioritise DEMA's activities and shape our collaborative partnerships. The DEMA journey continues to be both a challenging and inspiring experience. If you have any questions, or would like to partner in any forthcoming activities please get in touch at info@edinburghbrand.com Kenneth Wardrop
|
|
|
Edinburgh Sparkles
DEMA are delivering Edinburgh's first ever festive marketing campaign to date. ‘Edinburgh Sparkles’ is promoting the city’s unique festive offer across Scotland's Central Belt and the rest of the The campaign is our first, and is being delivered collaboratively between DEMA, the City of Edinburgh Council, Open for Business, For further details on DEMA's campaign please visit: mp-webpage-getURL.asp?CC=EIC&CID=0&CEMAIL=&LID=410&SEID=0&T=0&FRM=1&PageID=548 |
 |
Edinburgh Winter White DEMA has upweighted to VisitScotland's "Winter White" direct mail campaign with over 37,000 UK residents being sent a detailed mailer to attract them to visit Edinburgh in November to March. The focus is on target markets from northern England (Young Domestic Explorers and Northen Sometimers). The mailer will focus on city events, promotional offers, Christmas shopping and Edinburgh's heritage. |
 |
|
Invest in Edinburgh
MAPIC 18 - 20 November 2009
Edinburgh has also been selected for the 'Spotlight on Cities' session where city ambassadors will present on the developments in the city centre and the 'string of pearls'. It is hoped that retailers, investors and developers will recognise the step change in Edinburgh's retail and commercial opportunities arising from the bold plans for the city centre. GlobalScot International Conference - 2 November 2009, GlasgowDEMA, CEC's Investor Support Team, The Edinburgh Convention Bureau and The Edinburgh Science Triangle under the Inspiring Capital Brand sponsored the International Conference Lunch. The 2009 GlobalScot International Conference attracted in the region of 250 delegates, including a number of the world’s leading business people and a selection of Investor Toolkit Additions Recent additions to the Investor Toolkit include the City Development Prospectus and the Quality of Life Factsheet. A new Edinburgh Development Prospectus has been created by The City of Edinburgh Council working with DEMA highlighting developmental opportunities across the city’s four key development zones – For assistance on supporting inward investment enquiries contact invest@edinburgh-inspiringcapital.com |
 |
Edinburgh wins again!
Edinburgh continues to gather awards for its tourism product. For the 10th year in succession Edinburgh was voted "Best UK City" by Guardian/Observer readers. The city also gained second place in the Conde Naste best UK City Awards. Edinburgh was also voted Best Port of Call in the 2009 CruiseCritics.co.uk Editor's Picks Awards. 2009 Scottish Thistle Awards Edinburgh had another night of success on Friday 23rd October 2009 at this year's Thistle Awards with several locally based businesses picking up awards. The winners were:
Our congratulations to both the winners and finalists - all of whom are inspiring! Research DEMA has established the baseline for measuring future growth in the tourism sector. The Scottish Tourism Economic Activity Monitor (STEAM) data shows the visitor spend in the city for the year to end of March 2009 as £1.938 bn. Lynn Jones Research (LJR) commenced the Edinburgh Visitor Survey 2009/2010 during October. Figures released by Deloitte in November continue to reveal Edinburgh performs strongly in RevPAR Hotel rates. Edinburgh came second to London in the performance table with a figure of £64 RevPAR and average occupancy of 77.1%. |
|
|
Digital Platform
The second stage of our Bluetooth pilot is planned for Spring 2010 focussed on the city's gateway "arrival points". We will develop a mini "iphone type" application which will be delivered to approximately 80% of the mobile phone marketplace.
The Edinburgh Inspiring Capital Twitter account, @edinburgh_, is now ranked No.2 on the Twitter listings directory for Edinburgh sites. The account is adding over 40 followers per day and has 1,400 followers.
Plans are in place to introduce social media services, an e-zine, and a blog in the Invest section of the website. |
 |
University Support
DEMA and working with the Marketing and Communications departments at the cities' Universities to devise a joint international promotional marketing strategy to support the talent attraction agenda. The EST website will be the first micro-site to launch on mp-webpage-getURL.asp?CC=EIC&CID=0&CEMAIL=&LID=378&SEID=0&T=0&FRM=1&PageID=548 . Both DEMA and EST will benefit in terms of depth of content, cross-selling and search engine optimisation. |
 |
Clipper Round The World Yacht Race The Edinburgh Capital Crew ( the relay team of young people from Edinburgh) gifted books to the Mayor's office in Rio de Janerio highlighting Edinburgh's UNESCO World City of Literature status. The crew are now in Cape Town, South Africa. You can follow the progress of the race at: mp-webpage-getURL.asp?CC=EIC&CID=0&CEMAIL=&LID=402&SEID=0&T=0&FRM=1&PageID=548 One of the highlights of The full programme for Edinburgh's Christmas 2009 is available at: |
|
|
