Transcript powerpoint - Jurassic Coast
Susan Russell Marketing Manager Festivals Edinburgh
History and Context 1947 1950 1978 1983 1988 1990 1994 1995 2004
History & Context
• • • • • • 12 Festivals 25,000 Artists 2,000+ accredited media 3,000+ shows 4.2m audiences £261m economic impact
History and Context FESTIVALS FORUM CEOs of key public sector stakeholders plus independent experts
Mid to long term planning, including funding and decision making concerning Edinburgh ’s competitive position as the world’s leading Festival City
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THUNDERING HOOVES STEERING GROUP Managers/Officers of key stakeholders
Monitoring and ensuring implementation of the action plan; following through decisions made at the Festivals Forum
FESTIVALS EDINBURGH
FE Board: 12 Festival Directors/CEOs FE : 8 staff
Collaboration FESTIVALS EDINBURGH
FE Board: 12 Festival Directors/CEOs FE Staff: 8 FTE What is required to achieve our objectives and enhance our position?
WORKING GROUPS
• Festival Staff Members • Chaired by a board member • Supported by FE staff member
Programming Environment Marketing Innovation Professional Development Development
2012: sport and culture
• • • OPPORTUNITIES: Heightened international awareness Global media exposure Cultural Olympiad/Festival 2012
2012: sport and culture
• • • THREATS: No like-for-like comparisons on other destinations 2012 visitor volumes - but where?
Avoidance of UK?
2012: sport and culture
• • CULTURAL OLYMPIAD: Edinburgh International Festival – Speed of Light – Shakespeare Festival Bank of Scotland Imaginate Festival Speed of Light
Marketing in 2012 MONTH
• Earlier/multi-tiered – Extension – Displacement – Staycation JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPT
INT’L UK SCOTLAND
Marketing in 2012
• • • • • International campaign UK campaigns – – – – Expedia Times/Guardian NE Radio Ryanair/Easyjet Year-round PR Year-round digital E-CRM
Tourism & Culture
• 2012 – the Year of Creative Scotland • Partnerships with VisitScotland/VisitBritain and Marketing Edinburgh • Creation of trade produce – Edinburgh Festivals Passport • Festival impacts on Edinburgh
Edinburgh & it’s Festivals
• • • SOCIAL/CULTURAL IMPACTS: 89% of Edinburgh respondents said that the Festivals increase local pride in their home city 93% of tourists say that Festivals are part of what makes Edinburgh special as a city 82% say the Festivals make them more likely to visit Edinburgh again in the future • ECONOMIC: £261m economic impact
2012 Legacy: what next?
• • • FUTURE PLANNING Glasgow 2014 Commonwealth Games Homecoming Scotland 2014 What you should think about?
2012 Legacy: for you
History and Context