marketing strategy - edinburgh tourism action group · 2014-09-18 · marketing strategy...

©Festivals Edinburgh 2014

Marketing Strategy


To Date: Digital


To Date: PR


To Date: Campaigns


MarketingReview


• FE is very well regarded by the majority of stakeholders [inc Festivals] who are highly appreciative of the work it does, with particular key strengths seen as:

Lobbying government and agencies to secure funding and resources

Building and managing excellent relationships with stakeholders

Creating strong support and advocacy for festivals

Representing festivals as ‘single voice’, both with gov’t/funders and with media/travel trade/tourism bodies

Providing a forum for festivals to come together, share learnings & collaborate

Stakeholders are also appreciative of the role played in leading & facilitating the joint festivals marketing working group (JFMWG)

Funders are very positive about the quality, effectiveness and value generated by the JFMWG

Research: Audience


Communication from Edinburgh’s Festivals …..

Agree %

Is high quality 73%

Is informative 80%

Is relevant 75.1%

Is engaging 65.2%

Is easy to understand 75%

Research: Audience


Website Agree %

Is easy to navigate 78.7%

Is a good guide to the festivals

84.3%

Makes festivals more accessible

72.4%

Makes it easy to buy tickets

64.2%

Makes me want to visit Edinburgh

70.8%

Research: Audience


Edinburgh as a festival city…… ScotlandAgree

%

RUKAgree

%

ROW Agree

%

Brings world together in one place

62.4 70.4 62.7

Offers something foreveryone

83.9 80.7 73.1

Provides a creative buzz 85.8 82.2 80.3

Is an unforgettable experience

75.4 78.1 76.7

Is an enriching experience 79.7 80.4 80.1

Is welcoming 84.1 80.1 80.9

Is cultural & well informed 84.2 90.8 81.8

Is leading edge 64.4 64.4 62.4

Is passionate 69.6 70.1 69.3

Research: Audience


Attended Festival in the last 2 years

Yes No Don’t Know

Edinburgh 57% 42% 1%

City Centre 82% 15% 3%

Craig/Dud 44% 55% 1%

Porto/Craig 56% 43% 1%

Libert/Gilm 54% 46% 0%

South central 63% 37% 0%

South West 53% 45% 3%

Pentlands 49% 51% 0%

Western Ed 71% 29% 0%

Almond 54% 44% 2%

Forth 37% 62% 1%

Inverleith 50% 49% 1%

Leith 68% 32% 1%

Research: Local Ownership


Marketing

Strategy


Strategic Statement

• Takes a balanced, clustered and consumer-centric approach which utilises the segmented MOSAIC audience and priority international markets, and which:

Strengthens the ‘Edinburgh Festival City’ brand

Empowers all 12 festivals to have an active role

Focuses on brand building rather than ticket selling

Delivers consistent and measurable metrics across clusters

Delivers a more manageable operating model


Strategy Objectives

• New Strategic Objectives 2014-2018 Reinforce Edinburgh’s position as the world’s leading festival city

Introduce new consumers to the festivals

• New Strategic Principles 2014-2018 Act as a trusted guide to consumers

Focus on pan or multi festival opportunities and messages

Target consumers via travel & lifestyle media, not arts & culture

Target ‘existing’ festival markets, not ‘emerging’ markets

Facilitate dialogue, shared learning & collaboration between festivals


Target SegmentsScotland % festival

audience% population # people

Urban Sophisticates 32% 6.3% 333,900

Upper Echelons 20% 6.1% 323,300

Families on the Move 10% 10.2% 540,600

Town Centre Singles 10% 9.4% 499,800

72% 32% 1,697,600

Rest of UK (RUK)

Liberal Opinions 24% 8.9% 4,984,000

Professional Rewards 14% 9.5% 5,320,000

Alpha Territories 12% 4.3% 2,408,000

Suburban Mind-sets 10% 13.2% 7,392,000

Small Town Diversity 7% 9.2% 5,152,000

Career & Kids 7% 5.3% 2,968,000

74% 50.4% 28, 224,000


Target SegmentsPrinciple of targeting international locations changes from countries to cities based on following model:


Operating Model

• Festivals Edinburgh

• International Festival

• Edinburgh Military Tattoo

• Edinburgh’s Hogmanay

• Edinburgh Festival Fringe


• Art Festival

• Book Festival

• Film Festival

• Jazz & Blues Festival


• Storytelling Festival

• Mela Festival

• Science Festival

• Imaginate Festival

Ex. UK Team RUK Team Scotland Team

We would propose to split the current JFMWG structure up to make it more focused, flexible and efficient

Steering Group


Evaluation Metrics


Next Steps


Next Steps: PositioningBRAND POSITIONING

Opinion

Formers

Councillors

MSPs

MPs

MEPs

International

Governments

Corporate

Great & Good

UNESCO

World Leading

Corporate

Communications

Influential Stakeholders

CEC

Scot Gov

Creative Scotland

Scottish

Enterprise

EventScotland

British Council

VisitScotland

Festival Sector

BAFA

EFA & IFEA

Cultural Sector

Key Individual

Artists/Producers

ISPA

IFACCA

Networks

Festival Cities

MOSAIC

Scotland

UK

Air Route Cities

Europe

International

Festival City

Consumer

Marketing

Audience Mediators

Media

Television

Radio

Print

Online

Travel Trade


Next Steps: Website


Next Steps: Brand Creative


Any Questions?

marketing strategy - edinburgh tourism action group · 2014-09-18 · marketing strategy...

Documents