Sheona Southern Managing Director

Marketing ManchesterVisit, Invest, Meet, Study

Vision A top 20 global city by 2035

Greater Manchester’s 2035 Global Aspiration

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Our Anholtranking

302009 29

2011

322013

272015

242017

InternationalMarkets

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Prime markets

USA

China

Europe (DE, FR, NL, ES IT)

UAE

India

Opportunity Markets

Australia

Japan

US – Boston,

Houston & New YorkLA

GCC – UAE, Oman

China – Beijing, Hong Kong

Germany Berlin,

FrankfurtFrance

- Paris Italy -Rome

Target Cities

India – Mumbai

Norway Oslo

GM Marketing – MM/MIDAS Key Audiences

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£7.5bn

880k jobs

Invest

£810m

22k jobs

Meet

£415m

96k students

17.5k international

Study

£8.1bn

94k jobs

Visit

VISITTourism Strategy 2014-20Destination Management Plan 2017-20

Importance of the Visitor Economy

£8.1bn, supporting 94k jobs

GM attracts 119 m visitors :

11 m staying & 108 m day visitors

3rd most visited international destination after London and Edinburgh with 1.4 m international visitors

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In summary…

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International visits –snapshot city benchmarking

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2016 Position

DestinationTotal visits

2015Total visits

2016Absolute change

(No's)Absolute change

(%)

1 London 18,581,140 19,059,550 478,410 3%

2 Edinburgh 1,543,430 1,688,970 145,540 9%

3 Manchester 1,151,870 1,190,550 38,680 3%

4 Birmingham 1,106,800 1,115,230 8,430 1%

5 Liverpool 600,880 670,550 69,670 12%

6 Glasgow 661,670 658,960 -2,710 0%

7 Oxford 535,270 586,210 50,940 10%

8 Bristol 525,890 570,280 44,390 8%

9 Cambridge 430,370 498,080 67,710 16%

10 Brighton/Hove 457,400 464,980 7,580 2%

International Visitors

Countries generating the most international holiday visits to GM (2016)

1. Irish Republic 28,640

2. US 27,420

3. Germany 21,280

4. Gulf 20,390

5. Australia 19,720

6. France 15,760

7. Italy 15,570

8. China 12,930

9. Spain 10,450

10. Switzerland 9,340

Reasons for Visiting Greater

Manchester (2016)

Segmentation –Themes & Markets

Heritage

SportMusicCulture LGBT

Marketing - Partnerships & collaborations

USA Campaigns

Virgin Atlantic & VisitBritain Campaign

Boston, San Francisco, New LA Route

Singapore Airlines & VisitBritain Campaign

- Houston

GCC Campaign

This week launched campaign in partnership with Visit Britain targeting expats that travel home, for leisure

Experience England Project

GCC, China and India (£1.2m)

China Campaign

Joint campaign with Hainan Airways & VisitBritain

Campaign targeting autumn & spring

• To generate flight bookings

• Increase number of visitors to Greater Manchester and Northern England and average spend per visitor

Return on Investment - China

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16:1

MANCHESTER ROI

For every £1 spent on the

campaign, £16 was spent in the

Manchester economy

80:1

UK ROI

For every £1 spent on the

campaign, £80 was spent in

the UK economy

£3.79

FOR EVERY £1

For every £1 invested by MM

we generated a further £3.79

Total Reach – 181m Chinese consumers

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Press

33m

Media Buy

26m

Digital

104m

TV

18m

GMCA – EU & Staycation Campaign

EU: Germany, Italy, Norway, France

Joint campaign – RyanAir

• Germany – Frankfurt, Cologne & Berlin

• Italy – Milan and Naples

• Norway – Oslo (Torp)

• France – Paris

Staycation

• Increase number of overnight stays –Virgin Trains & Expedia

Day Visit

• Increase visits throughout GM & passengers on Metrolink network - TfGM

Activity will be phased throughout the year

297 Hosted media visits from national and international markets 2018/19

356 pieces of coverage

OTS 350million

International press activity

MEET

'Top Ten Emerging International Meeting City' Smart Meetings

Manchester Convention Bureau

• Research and Bid development

• Manage subvention

• Venue Location Service

• Accommodation Booking Service

• International/National Events: IMEX/The Meeting Show

• Activity with VisitBritain – on territory events/MeetGB/Familiarisation visits

• Conference Guide

• Meetinmanchester.com

• Conference Ambassador Programme

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Business visits & events

£810 Million into local Economy

Supporting 22k jobs pa

5 million delegates pa

Where great minds meet

STUDY

Context to Study Manchester

studymanchester.com

Platform: development - promotes GM as the best place in the UK to be a student

Potential joint campaign

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Facts and Stats

17,500 international students

Education is a top sector for international

business travellers

£240m from fees + £175m business

benefits

£

INVEST

TOP Global Investment Location (9th)(No/value of investment projects; m&a and joint ventures) IBM

Sector marketing

Creative Digital and Tech

Advanced Manufacturing

Life Sciences

Financial and Professional

Strategy: audiences & markets

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C-Suite decision makers in

corporates and high-growth SMEs

(typically CEO, CFO, Investment

Director, Head of Strategy)

Multipliers: legal, accountancy,

property developers, investment

banks, DIT, trade organisations

Prime markets

USA

Europe (DE, FR, NL, IT)

Opportunity markets

China

India

Japan

UAE

Manchester at MIPIM 2018A delegation of 107 companies and 273 delegates.

28 events were delivered over 4 day period

Programme included 11 European leaders from cities such as Lisbon, Helsinki, Amsterdam and Antwerp.

Key Stats:

4.3 million Twitter impressions

67k visits to the MIPIM website

60 speakers

11 International speakers

127 pieces of press coverage generated

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Marketing of Greater ManchesterStrategy 2019 +

Workstreams

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3.Economic Impact Study

3. Brand Development

2. Peer City Comparator &

Ranking Analysis

Marketing of GM Strategy Development

KPMG, UMBS

The Business of Cities

Red Thread Logic,

Brand SpecialistHatch

Regeneris

1. Economic Impact

Analysis

Role of Marketing & Branding for Destinations

Transactional MarketingSelling individual transactions – inward investment, property sales, visitor numbers, winning conferences, students – to date this has been successful

Strategic Marketing & Branding is key to GrowthPositioning and telling distinctive story about GM – more than just remaining competitive – need to invest to seize opportunity to move into ‘new world cities’ set

Outside region Drives expectations and stimulates broad-based interest in GM

Within region Uniting city region, generating and supporting a sense of purpose & giving a clear vision. Gives targets and benchmarks to pursue. Part of campaigning for self-improvement

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Classified: Internal Personal and Confidential

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A Brand Framework for Greater Manchester

• For and of Greater Manchester.

• A flexible framework, not a straight-jacket

• Respectful of history, reflective of future ambition

Classified: Internal Personal and Confidential

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Informed and shaped by the major strategies and areas of focus for the region

GM Strategy/Policy

• Internationalisation Strategy

• Local Industrial Strategy

• Spatial Framework

• Infrastructure Framework

• Environment Plan

• Good Employment Charter

• Transport Delivery Plan

• Clean Air Plan

• Creative Concern Brand Values Work

MM/MIDAS

• Original Modern Brand Reports

• MM/MIDAS Peer City Review

• Study In Manchester Workshop

consultation

• MM & MIDAS sector/theme overview

National / International

• Discover England Destination

Research

• Visit Britain Brand Tracking

Classified: Internal Personal and Confidential

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With further input from key stakeholders, sectors and business

Sector/Theme Company/Organisation Sector/Theme Company/OrganisationF, P & B Trowers and Hamlins Advanced Manufacturing BASF

Eversheds Sutherland The Blair Project

Marks & Spencer McCann

Latham & Watkins Stepan UK

Ford Credit

CDT GM Digital Steering Group Health Innovation Elucigene Diagnostics

NCC McCann Health

Amazon MSP

Altus, ANS Health innovation Manchester

McCann

Jaguar Land Rover

Business Conferences Manchester Convention Bureau Culture Heritage & Arts Cultural Leaders Group

Manchester Central GM Cultural Director

GM Lead for Culture

Sport Strategic Sport Lead, MCC LGBT GM LGBT Advisor

Manchester Pride

GM Brand Framework GMCA Exec Leader'p Team To be consulted Place Directors

GMCA Heads of Comms WLT

MIDAS/MM SMT & BDMs GMCA

IMAB

Classified: Internal Personal and Confidential

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A natural evolution. Not a revolution

• A shared story, that retains the power of the ‘Original Modern’ brand essence

• Evolved and expanded into a compelling, collective story for the city-region as a whole

“Original Modern remains one of the best examples of city branding from around the world”. Professor Greg Clark, Centre for Cities

Shared Story: to be used by and useful to allWhat it is:Definition of who we are and how we are different

What it’s Not:A strapline, not to use on posters or external promotions or comms campaign

Why it’s useful:1. As a foundation stone, on which both destination marketing campaigns and place

making/shaping strategies and policies can be built eg LIS, GM Strategy, GM

Internationalisation Strategy

2. Yard stick by which we measure success against and track success over time e.g. How (which

KPI’s and benchmarks) can we invest in and use to track and evaluate progress and

performance against these 3 core concepts and evidence success?

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Classified: Internal Personal and Confidential

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Shared Story: Brand essence – 3 PsShared Story in full: A place of pioneering ideas and progressive thinking, with the Original Modern city at its heart, where everyone can achieve their potential

Brand essence - 3 PsAt the heart of the shared story are 3 central concepts that form our ‘brand essence’. These can be summarised as Greater Manchester’s 3 Ps and provide a useful shorthand for our shared story. Succinctly articulating ‘who we are and what we want to be famous for’. 1. Pioneering ideas2. Progressive thinking3. A place where all can achieve their Potential

Respectful and reflective of our history and heritage. As well as reflecting the collective ambition of the city region and the major areas of focus and investment for the future.

Classified: Internal Personal and Confidential

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Relevant to and reflective of all for our city region

Progressive thinkingHIM

Salford Lung Study

Henry Royce Institute

Whitworth, Home, Factory

Rochdale Town Centre Regen

Media City UK

International Gateway

Pioneering ideasGraphene discovery > GEIC

Michael Barber Centre for

Mass Spectrometry

Proton Therapy

SpiNNaker

Co-op

Spatial Framework Devolution

Achieve their potential RHS Bridgewater

Stockport Mayoral Devlt corp

HPO – Lightweighting

UA92 Trafford

GCHQ, Jaguar Land Rover

Youth CA

Bolton Town Centre Masterplan

Criteria against which our shared story should be assessedA place of progressive thinking and pioneering ideas, with the Original Modern city at its heart, where everyone can achieve their potential

Key questions:

1. Does it feel relevant to and reflective of GM? What evidence or stories can we tell from across the region in support of this?

2. Does it feel differentiated and distinctive? How might this inspire compelling and distinctive campaigns or messaging?

3. Future focussed? What future plans, policies or projects in your region does this reflect or align with?

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How We Adopt for National/International Campaigns

Audience Call to Action/Strapline

Inward Investment: Come Create the Future

Leisure Tourism: Come Together

Business Conference: Where Great Minds Meet

Students: It all Starts in Manchester

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Global City Brands

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Thank you

Any questions?Visit, Meet, Invest, Study