Ailsa Falconer Senior Manager Destination Edinburgh Marketing Alliance

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MARKETING EDINBURGH TO INVESTORS A JOINED UP
APPROACH
PRESENTATION TO THE EDINBURGH DEVELOPMENT
FORUM 25 AUGUST 2009
Ailsa FalconerSenior ManagerDestination
Edinburgh Marketing Alliance
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BACKGROUND

• May 2005 Edinburgh Inspiring Capital Brand
  launch
• April 2006 developer forum hosted by Council
  Leader
• May 2007 workshop on how to deal with invest
  enquiries
• Feb 2008 launch of city region portal
  www.edinburgh-inspiringcapital.com with
  www.investinedinburgh.com section
• Nov 2008- Economic development unit new 3 year
  plan approved

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ECONOMIC DEVELOPMENT UNITS OBJECTIVES

• By 2012 the ED Unit will have worked with public
  and private partners to help steer Edinburgh
  through the difficult economic climate and
  enabled it to have
• Attracted 500m of new private sector investment
  into physical regeneration
• Attracted an additional 100m in new commercial
  investment
• Increased the GVA of its domestic businesses by
  1 p.a. above the average
• Increased visitor spend in the city by 15
• Brought 3,000 people with significant barriers to
  participating in the economy into sustainable
  employment, education or training
• Strengthen the connectivity of the city region
  nationally and internationally. Specifically, we
  will have produced a robust case for Tram Line 3,
  for the Forth Crossing and for the development of
  West Edinburgh in support of the airport

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ECONOMIC DEVELOPMENT UNIT
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WEBSITE www.investinedinburgh.com

• Newly simplified
• Navigational changes
• New images
• Property Search Engine affiliated to Scottish
  Property Network
• Integration of www.capitalreview.co.uk
• New Occupiers guide included
• Have you linked yet?

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NEW TOOLKIT

• Folder
• Data sheets
• Branded memory card
• Invest powerpoint presentation with accompanying
  speakers notes
• Prospectus

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INVEST EDINBURGH

• launched August 2009 to replace Capital Review
• proactive inward investment promotion tool
• issued quarterly
• being sent to key international networks
• SDI
• Embassies
• British Council
• UKTI
• Global Scot network
• Alumni networks, etc
• complimented by section on www.investinedinburgh.
  com
• contact us to be added to mailing list

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EVENTS

• Presence at key international events
• MAPIC
• MIPIM
• BEX
• Global City Forum
• Hosting of international delegations
• Investor events to welcome new and thank existing
  investors

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ADVERTORIALS

• A series of advertorials in a number of high
  level business publications
• Target audience approx 0.5 million high level
  executives
• Property Week, European CEO, New European Economy
  and World Finance
• Aimed to coincide with attendance at MIPIM
• Future advertorial activity is currently under
  review

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ACTIVATION OF CLIPPER ROUND THE WORLD YACHT RACE
2009/10
Opportunity for marketing around the
world Worldwide audience of over 210 million
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ANY QUESTIONS?
Ailsa Falconer Senior Manager Destination
Edinburgh Marketing Alliance PO Box
23947 Edinburgh EH7 9AWTel 00 44 (0) 131 529
4449 Ailsa.falconer_at_edinburghbrand.com
www.edinburgh-inspiringcapital.com
www.edinburghbrand.com