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James McVeigh: Cultural tourism

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James McVeigh, Head of Marketing and Innovation, Festivals Edingburgh

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James McVeigh: Cultural tourism

  1. 1. Marketing Edinburgh’s Festivals: Cultural Tourism
  2. 2. History andContext
  3. 3. History and Context
  4. 4. History and Context1947 1950 1978 1983 1988 1990 1994 1995
  5. 5. Positioning: Research2007 2008 2009 2010 2011 2012• First definition of our cultural, social and environmental impacts• Scale & comprehensiveness of the study is unique• Festivals have consistently positive impacts• Festivals offer is truly distinctive• Economic impact of the Festivals continues to grow
  6. 6. Research:The Market
  7. 7. Research: AudienceAudience Profiling• Demographic• Socio-economic• Motivations & behaviour
  8. 8. Research: Focus Groups• Target markets – Northern UK Cities – South East of England – Germany – USA & Canada• Aims to appeal to typical festival audiences – Mosaic Group A:Alpha Territory – Mosaic Group B:Professional Rewards – Mosaic Group O:Liberal Opinions• Focus groups – Recent Attendees – Potential Attendees
  9. 9. Decision making journey 6 months 3 months The Sunday Supplements are great when you have I read a review about a play at the time to browse – you can Traverse Theatre in the Guardian and have a good look through so I booked it. them. (Non attender 35+)
  10. 10. Motivations• Have friends in Edinburgh or friends are going• Late night clubs, partying, non stop fun!• Diversity of cultural experiences• The beautiful city of Edinburgh• Friendly people• The atmosphere, great buzz• Its cost effective – many events are free• Small city so easy to walk around, all contained• The city is the backdrop for the festival• It’s unique• General low awareness of more than Fringe• Perceptions are of a busy city that is hard to navigate• Just ‘not got round to it’• Put off by the hustle and bustle and the expense
  11. 11. German Market• Keep language simple or translate it• Make sure it translates well• Don’t assume Germans know a lot about the festivals• Must work well online• Transport magazines (rail)• Consider Cologne and Bavaria region • Cologne has a reciprocal state agreement with Scotland so there will be marketing opportunities • Bavaria region, they are really into Scotland • Baden-Wurttemberg is a wealthy untapped region
  12. 12. USA market• Online will be key for this market – The message must be communicated quickly• The US family market will not be likely to consider the Edinburgh Festivals• Key NYC venues to promote festivals through – Brooklyn Academy of Music – Lincoln Centre• New York magazine online (promotes other places to visit at certain times of the year)• Partner with airlines and tour operators
  13. 13. MarketingStrategy
  14. 14. Marketing Strategy Local [navigation] UK Europe Long HaulDigitalCampaignsTravel TradePRPartnerships
  15. 15. 1. Digital: Website2007 2008 2009 2010 2011 2012• From this.... – Static – Only fit for purpose in summer – Listings but no ticket purchase
  16. 16. 1. Digital: Website2007 2008 2009 2010 2011 2012• To this... – Year round offering clear – Dynamic elements: social media integration – ‘Evergreen’ magazine content – Itinerary planning – Cross festival ticketing – Festival showcase
  17. 17. 1. Digital: Content2007 2008 2009 2010 2011 2012• From basic content on website to: – Year round ‘magazine content’: planning, booking, top tips – Digital magazines showcase year round offering – Video to add value and create interest – All content used to power other channels, e.g. Facebook and Twitter – Social tools announce key programme dates, tickets on sale etc – Facebook planning app allows users to tell friends which shows they will be going to
  18. 18. 1. Digital: Partnerships2007 2008 2009 2010 2011 2012• From internal focus with limited external partnerships to: – Working with key partners on Festival coverage, Festivals promotions and key new developments [eg Skyscanner] – Organic (unpaid) support for Festival digital initiatives – Integration with value added partners who provide content and/or services (eg Blipfoto)
  19. 19. 1. Digital: Traffic Drivers2007 2008 2009 2010 2011 2012• From SEO/PPC in 2008 to: – broadening into social spaces such as Youtube and Facebook – targeting international and London South East audiences – digital integration into major consumer campaigns
  20. 20. 1. Digital: CRM2007 2008 2009 2010 2011 2012• From no database/messaging to: – Using the website and major campaigns to acquire data – Tailored communications based on user interest and preference – Analytics links emails to ticket purchase, tracking effectiveness -2012
  21. 21. 2. PR2007 2008 2009 2010 2011 2012• From Agency model• To Freelance model• To in-house operation• Travel/lifestyle press – Not arts or news – Not reviews• Media events• Support agencies media visit programmes• Creation of content• Long term strategy and planning
  22. 22. 2. PR: Media Pitching2007 2008 2009 2010 2011 2012 MARKET PUBLICATION/OUTLET NYT, USA Today, Washington Post, Marie Claire, NORTH AMERICA Village Voice, Toronto Star, Globe & Mail, National - Primary Post GERMANY Frankfurter Allgemeine Zeitung, Der Spiegel, Der - Primary Tagiesspiegel, Grazia FRANCE/ITALY/SPAIN Le Monde, Le Figaro, L’Espresso, La Repubblica, El - Secondary Pais, El Mundo Aftonbladet, Expressen, SVT Sweden, De Telegraaf, SWEDEN/NETHERLANDS - Secondary Metro EMERGING MARKETS Target primarily China & India depending on location - Tertiary of festival activity.
  23. 23. 2. PR: Media Pitching2007 2008 2009 2010 2011 2012Which arguments ticks boxes with international media?• Affordable (e.g. Opera tickets start at £13)• Equalitarian (for everyone)• Non-language specific• Global names of tomorrow• Incredibly visualSome of the generic travel pitches:• Ten reasons to come to Edinburgh Festivals• 48 hours in Edinburgh• Programme highlights• See the hidden city through the festivals• How to do the festivals for free• Match best restaurants to best performances
  24. 24. 2. PR: Events2007 2008 2009 2010 2011 2012• Domestic - London Launch Event and Broadcast• International - Events in Berlin, NYC, Washington, China and Sydney• Hosted media events in New York and Toronto, visited key travel writers and journalists• Use of Ambassadors• Broadcasting Strategy – Commissioners Lunch
  25. 25. 3. Campaigns: Domestic2007 2008 2009 2010 2011 2012• VisitScotland/British Airways campaign – Tube and Rail• Time Out Partnership
  26. 26. 3. Campaigns: International2007 2008 2009 2010 2011 2012• VisitScotland/New York Visit Scotland campaign - 2011 Times competition - 2010
  27. 27. 4. Travel Trade: Research2007 2008 2009 2010 2011 2012• To maximise features with tour operators. Info needed in June previous year for subsequent summer product (price & info)• Longer the lead, easier the sell (Expo)• Longer runs useful - more worthwhile• Unnamed show – need the “confidence “ in Festival/ Operator• “ The only way to sell unnamed shows is via a pass”• Specific shows – can be more tricky to sell to customer base• Can we develop long runs – thematic / via an event?• Product development of a pass?
  28. 28. 4. Travel Trade: Product2007 2008 2009 2010 2011 2012• Trade exclusive product• 3 shows in a day [9am-midnight• From £42 net; freesale product• Flexibility for operators to add margin• Fixed price, fixed itinerary• In the know: tickets taken from Critics Pick selections• Hassle-free: no time-consuming ploughing through brochures, with fixed itinerary• Ideal for short itineraries
  29. 29. LessonsLearnt
  30. 30. Lessons Learnt1. Divided by a common language2. Creation of evidence base3. Prioritise audiences4. Understand audience - behaviours, motivations and journeys5. Prioritise markets6. Understand markets – behaviours, motivations and tailor messaging7. Promote on basis of brands not programmes [evergreen content]8. Content is king9. Constant communication – data acquisition and CRM10. Ambassadors as communication – relevance to markets11. Importance of digital and mobile [death of the app?]12. Development of collateral – for use by partners [open up content]13. Importance of partnership campaigns – greater use of limited resources14. Piloting new approaches to developing mutual beneficial cross-sectoral relationships [London 2012 & Glasgow 2014]15. Collaboration is hard work and takes time [eg sign off]16. Success breeds ambition and evolution of innovation
  31. 31. Marketing Edinburgh’s Festivals: Cultural Tourism Questions and Answers