Festivals Edinburgh

Susan RussellMarketing Manager

History and Context

1947 1950 1978 1983 1988 1990 1994 1995 2004

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?

2012 Legacy: for you

History and Context