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