Destination Marketing Organisation for Glasgow

Transcription

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2 MISSION Destination Marketing Organisation for Glasgow to position Metropolitan Glasgow to its key markets to create customers, generate inward investment and sustainable net economic benefit. 2

3 STRATEGIC BRAND POSITIONING The city has a strong asset in its successful brand, Glasgow: Scotland with style, and a platform on which it can build. 3

4 STRATEGIC BRAND POSITIONING Revenue To deliver a minimum growth of 60% in tourist revenue with a target of achieving 80% = 1billion industry Employment Grow tourism employment to 40,000 Supply Increase capacity by 3,000 premier hotel bed rooms 4

5 STRATEGIC BRAND POSITIONING Private / Public partnership Long term horizon Ambitious strategy step change Differentiating Glasgow 5

6 STRATEGIC BRAND POSITIONING 6

7 BRANDING OF CITIES i. Define the Positioning ii. Segment the Target Market iii. Develop the Identity iv. Develop & implement Marketing & PR Plan v. Ongoing Evaluation and Measurement. 7

8 ms GLASGOW SECOND CLASS CITY NO VISION IN THE FACE OF URBAN DEVASTATION 8

9 1983 Tourist Board established Burrell Collection opens 1985 SECC opens 1988 Garden Festival 1990 European City of Culture 1996 Year of Visual Arts 1999 UK City of Architecture and Design 2002 UEFA Champions League Final 9

10 PRE-BRAND PERCEPTIONS OF GLASGOW Non-Visitors 10

11 Define the Positioning RATIONAL : Facts and Symbols 11

12 Define the Positioning EMOTIONAL : How the Brand Makes Me Look 12

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14 BRANDING OF CITIES i. Define the Positioning ii. Segment the Target Market iii. Develop the Identity iv. Develop & implement Marketing & PR Plan v. Ongoing Evaluation and Measurement. 14

15 BRANDING OF CITIES Visit Live Work Study Invest. 15

16 300, ,000 1,000,000 8,300,000 16

17 BRANDING OF CITIES i. Define the Positioning ii. Segment the Target Market iii. Develop the Identity iv. Develop & Implement Strategic Communications Plan v. Ongoing Evaluation and Measurement. 17

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19 BRANDING OF CITIES i. Define the Positioning ii. Segment the Target Market iii. Develop the Identity iv. Develop & Implement Strategic Communications Plan v. Ongoing Evaluation and Measurement. 19

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21 72% of Glaswegians saw outdoor campaign 21 times 21

22 BRAND IN BUSINESS City Partners 22

23 BRAND IN BUSINESS City Partners Air Southwest BA Cityflyer bmi baby Canadian Affair Continental easyjet (UK & Europe) Emirates Flybe Icelandair Pakistan International Airlines Ryanair UK, Ireland & Europe SAS US Airways Wizz Air 23

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25 MAJOR EVENTS Rationale Profile Economic Brand 25

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28 BRAND IN BUSINESS Business Tourism Desirability of destination (perception) Desirability of destination (industry) Access Infrastructure Cost Ease. 28

29 BRAND IN BUSINESS Business Tourism Delegate Build and Welcome 29

30 BRAND IN BUSINESS Investment Single Brand Investment Message Enhancement of Offering Simplification of Offering Focus on Target Marketing 30

31 BRAND IN BUSINESS Education Corporate Communications Student / Staff Recruitment Ambassador Programme Support City Positioning 31

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33 BRAND IN BUSINESS Digital Comedy Festival A bespoke You Tube channel was created for the Glasgow Comedy Festival, with new content being added throughout the festival period. The channel is still live and to date has generated almost 40,000 channel views This was the first ever city partnership for youtube.com and the channel will be a permanent one, providing a legacy promotional tool for the city, comedy in the city generally and the Glasgow International Comedy Festival specifically. 33

34 BRANDING OF CITIES i. Define the Positioning ii. Segment the Target Market iii. Develop the Identity iv. Develop & Implement Strategic Communications Plan v. Ongoing Evaluation and Measurement. 34

35 EVALUATION and MEASUREMENT Volume & Value In August 2010 hotel bookings in Glasgow continued to outperform many of its major European competitors including Amsterdam, Hamburg, Barcelona, Vienna, Dublin, Paris, Rome, Prague and Copenhagen. In August 2010 Glasgow enjoyed the highest year-to-date occupancy of any Scottish city - the first time ever in its history. In September 2010 Glasgow hotel occupancy was 87% - an increase of 6% on September This represents the highest September occupancy for Glasgow in more than a decade during a period when the highest number of rooms ever on sale in the city Source : STR ( Deloitte ) Global, PKF and LJ Forecaster 35

36 EVALUATION and MEASUREMENT As Others See Us Glasgow is regenerating and evolving at a dizzying pace and is edgy, modish and downright ballsy. The excellent press that we get today, the reason for visiting, the brand and it s image of Glasgow as a stylish, architecturally interesting, musical city 36

37 BUILDING THE BRAND Glasgow s Opportunities 37

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