visitglasgow scott taylor
TRANSCRIPT
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Bir zamanlar Glasgow…
“Glasgow Doğu Berlin’den de
berbat”
ms”
“Glasgow’un yolları bozuk. İkinci sınıf
bir şehir”
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1983 McKinsey şirketi tavsiyeleri
Temiz Şehir
Perakende Patlaması
Ziyaret için sebepler
Turizm kurulu oluşturmak
Yatırımı cesaretlenidrmek
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1983 Turizm Kurulu oluşturuluyorBurrell Müzesi açılıyor
1985 SECC açılıyor
1988 Bahçe Festivali yapılıyor
1990 Avrupa Kültür Şehri
1996 Görsel Sanatlar Yılı
1999 İngiltere Mimari ve Tasarım Şehri
2002 UEFA Şampiyonlar Ligi Finali
2004 Glasgow : Scotland with style duyrumu
2005 İngiliz Milletler Oyunları başvurusu
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Burrell Koleksiyonu, 1983
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Kültürel Mirasın İnşası
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Avrupa Kültür Şehri, 1990
“GLASGOW BİR ŞEHİRDEN FAZLASI”
Wall St Journal
“ÇİRKİN ÖRDEK KUĞUYA DÖNÜŞTÜ”
Los Angeles Herald
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SECC Armadillo 1997
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İngiltere Tasarım ve Mimari Kenti, 1999
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Launch, March 2004
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________
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Glasgow Campaign, March 2004
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BÜTÜNLEŞİK ŞEHİR PAZARLAMA Ticari Turizm
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BÜTÜNLEŞİK ŞEHİR PAZARLAMA seeglasgow.com
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Gönüllü Elçi Programı
2,300 gönüllü elçi30% aktif 2005: 35 milyon sterlinlik değerAkademik, tıbbi, bilim ve iş dünyası
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BÜTÜNLEŞİK ŞEHİR PAZARLAMATicari Turizm
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAYeni rotalar kazanmak
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Delegeler için şehir biletleri
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Retail Campaign, Christmas 2004
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAPartner desteği
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAPartner desteği
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAPartner desteği
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAPartner desteği
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BÜTÜNLEŞİK ŞEHİR PAZARLAMADış mekan
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAKongreler
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAEtkinlikler
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAEtkinlikler
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAOtel Geliştirme
1984’te 4 otel2005’te 114 otel
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“ DEVRİM YAPAN GLASGOW’U KEŞFEDİN”
“İNGİLTERE’NİN EN DİNAMİK
ŞEHİRLERİNDEN”
BÜTÜNLEŞİK ŞEHİR PAZARLAMAHalkla İlişkiler
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“ SCOTLAND WITH STYLE ?
SCOTLAND FOR BUSINESS ?
HANGİSİNİ SÖYLERSENİZ
SÖYLEYİN GLASGOW HAKEDİYOR”
BÜTÜNLEŞİK ŞEHİR PAZARLAMAHalkla İlişkiler
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“ STİL SAHİBİ BİR ŞEHİR”
BÜTÜNLEŞİK ŞEHİR PAZARLAMAHalkla İlişkiler
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BÜTÜNLEŞİK ŞEHİR PAZARLAMAHalkla İlişkiler
Herkes bu sıcakkanlı ve dinamik şehri ziyaret
etmeli
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192,000 ek turist
+ 22 milyon sterlin konferans satışı
Otel doluluğu yüzde 2 arttı
8 milyon sterlin ekstra konferans satılı
www.seeglasgow.com sitesinin ziyaretçisi yüzde 104 artarak yıllık 8 milyona ulaştı
Başarı göstergeleri
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Scott Taylor CEO
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Glasgow Metropolitan bölgesi için pazarlama ajansı
“Glasgow’u yatırımlar için cazip bir hale getirerek şehir için sürdürülebilir net
ekonomik faydalar sağlamak”
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2007 – 2008 HEDEFLERİ– Perakende için turist harcamasında 20 milyon sterlinlik artış – Otel doluluk oranında yüzde 2 artış– + 30 milyon sterlin ek yeni konferans ve etkinlik geliri– Kongre dışı turistte 170 bin kişilik artış
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Bütçe
Rota ve pazarlama ürünleri geliştirme
Desteklemeler
Etkinlikler
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Yönetim
1 başkan 4 başkan yardımcısı
Marka - Tasarım
X 2
Bilgi İşlem + İnternet
X 3
Kongre Bürosu
X 12
Halkla İlişkiler
X 4
Kurumsal Servisler
X 6
Etkinlik Bürosu
X 9
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Discretionary Business Tourism
2004 / 2005
203 konferans = 460,000 gecelik oda1/5’lik otel odası konferans delegelerine satıldıICCA verilerine göre uluslar arası etkinlik ev sahipliğinde dünya sıralamasında 18. sırada (eski rakam 41.)100 milyon sterlinlik konferans satış geliri2010’a kadar 115 milyon sterlinlik satış