Destination Marketing Organisation for Glasgow

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Candice Pope
6 years ago
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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.

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.

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

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

6 STRATEGIC BRAND POSITIONING

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

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

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

10 PRE-BRAND PERCEPTIONS OF GLASGOW Non-Visitors

11 Define the Positioning RATIONAL : Facts and Symbols

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

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

15 BRANDING OF CITIES Visit Live Work Study Invest

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

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

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

22 BRAND IN BUSINESS City Partners

(UK & Europe) Emirates Flybe Icelandair Pakistan

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

25 MAJOR EVENTS Rationale Profile Economic Brand

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

29 BRAND IN BUSINESS Business Tourism Delegate Build and Welcome

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

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

33 BRAND IN BUSINESS Digital

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

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

36 EVALUATION and MEASUREMENT As Others See Us Glasgow is regenerating and evolving at a dizzying pace and is edgy, modish and downright ballsy.

37 BUILDING THE BRAND Glasgow s Opportunities

Destination Marketing Organisation for Glasgow

1 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 STRATEGIC