festivals edinburgh susan russell marketing manager
TRANSCRIPT
History & Context
• 12 Festivals• 25,000 Artists• 2,000+ accredited media• 3,000+ shows• 4.2m audiences• £261m economic impact
History and Context
FESTIVALS FORUMCEOs of key public sector stakeholders plus independent experts
THUNDERING HOOVES STEERING GROUPManagers/Officers of key stakeholders
FESTIVALS EDINBURGHFE Board: 12 Festival Directors/CEOs
FE : 8 staff
Mid to long term planning, including funding and decision making concerning Edinburgh’s competitive position as the world’s leading Festival City.
Monitoring and ensuring implementation of the action plan; following through decisions made at the Festivals Forum
Collaboration
FESTIVALS EDINBURGHFE Board: 12 Festival Directors/CEOs
FE Staff: 8 FTE
WORKING GROUPS
• Festival Staff Members • Chaired by a board
member• Supported by FE staff
member
Programming
Marketing
Innovation
Professional Development
Development
Environment
What is required to achieve our objectives and enhance our position?
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
• Earlier/multi-tiered
– Extension
– Displacement
– Staycation
MONTH INT’L UK SCOTLAND
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPT
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 FestivalsSOCIAL/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?