Marketing Manchester Annual Report 07-08 by Marketing Manchester

Contents Strategic Aims and Objectives

Chairmanâ&#x20AC;&#x2122;s Foreword

Chief Executiveâ&#x20AC;&#x2122;s Review

Tourism Review

Highlights 2007-2008

8-11

Tourism Awards 2008

Facts and Figures

15-16

Organisational Structures and Further information

18-19

Marketing Manchester is the agency charged with promoting Manchester on a national and international stage. Visit Manchester is the tourist board for Greater Manchester and is a division of Marketing Manchester. Marketing Manchester is funded by 300 commercial members and the organisations above.

Strategic Aims and Objectives Top line aim To develop Greater Manchester into a leading leisure, learning and business destination for domestic and international visitors; enhance the national and international reputation of the city-region* and promote sustainable economic development and growth.

Image To develop the Manchester brand through promotion of the city to focus on the contemporary and traditional strengths of the city-region’s culture.

Events To increase the interest in, and visitors to, the city, through the creation of a world-class events programme that builds on and strengthens the Manchester brand.

International destination To position Manchester as a vibrant international destination, which also acts as a gateway to the Northwest and represents an alternative gateway to Britain.

Business destination To ensure that Manchester is further established as one of Europe’s leading business destinations.

Infrastructure To support the enhancement of the tourism product in Greater Manchester through the development of tourism infrastructure.

*The city-region is a wider definition of Greater Manchester which takes in additional ‘drive to work’ areas such as Macclesfield or Glossop.

‘Forward’ Nick Johnson, chairman It’s always difficult reflecting on a ‘financial’ year that ended months ago when things are changing so quickly and so dramatically. The effects of the economic downturn were just beginning to bite in early 2008, placing considerable challenges on organisations from all sectors; public and private, voluntary and corporate. The effects of that, we now realise, are profound. During the year Marketing Manchester has eased its way into a two tier structure with remarkable ease. It is now able to concentrate through Visit Manchester on the ‘heads down’ delivery of important initiatives to promote the visitor economy, leaving Marketing Manchester to consider ‘heads-up’ initiatives that will have an impact in these turbulent times.

Marketing Manchester, together with other key agencies, will be considering just what this vision might mean and how this is communicated to convey confidence and optimism about the future. Intelligence, pragmatism and ambition are critical to engineer a competitive future for the city that will lay the foundation for its continued success.

There's a lot to be optimistic about in this ambitious region. Whilst the wheels of the economy continue to slow, major and profound changes are afoot in education, healthcare, policing, environment and all other areas that will change this city in dramatic and progressive ways.

The organisation will look increasingly at ways in which content can be driven and improved, as we all know that marketing, to a large extent, takes care of itself if the content is right.

This strategic vision for the city and the city-region is one of the most critical issues to consider and communicate at a time when a lot of businesses have had to adjust their horizons to the short term.

The year ahead faces its fare share of challenges, but also opportunities, and Manchester has a unique chance to seize the moment. Marketing Manchester will ensure that the opportunity is not missed to make progress in this original, modern city.

Chief Executive’s Review Andrew Stokes FY07-08 was a year of growth and significant change for Marketing Manchester, as the organisation adapted to meet the challenges that the city-region faces in its journey to become ever more significant on an international stage. This expanded focus was marked by the move into our new home, Carver’s Warehouse, in December 2007. Built in the days when ‘mad’ King George III was on the throne, the building is a shining example of Manchester’s heritage reinvigorated for the modern day. The way it has ‘rolled with the punches’ and found a new lease of life for itself encapsulates the spirit of the city and its people. As the agency charged with promoting the ‘original, modern’ brand vision for Manchester, there could be no more fitting a building from which to conduct our business. Looking back, highlights from the year included the Labour Party choosing Manchester for the leadership contest which saw Gordon Brown succeed Tony Blair as prime minister, training the eyes of the world’s media once again on a city at the heart of the action. The first Manchester International Festival, held in July 2007, attracted an audience of more than 200,000 people. Its success and the growing anticipation for the 2009 event is a fantastic example of Manchester producing a cultural event of global significance - both original and modern.

In March 2008, Marketing Manchester once again co-ordinated the presence of Manchester at MIPIM - the world’s leading and most influential real estate event; and the UCI Track Cycling World Championships took place at The Velodrome - the first of six world championship sports events that would take place in the city during 2008. Looking forward, there is a real opportunity to ensure that our organisation, working closely with partners, helps drive forward the development of a coherent marketing strategy for Manchester, set within the context of the changing economic climate. With the city’s marketing co-ordination unit, now a key part of the Marketing Manchester team, focused on the delivery and communication of the brand vision for Manchester, initiatives have already begun to take shape. Their impact will be of key importance in ensuring that the city-region continues to build on its reputation for success. I would like to take this opportunity to thank each and every one of our employees, members and stakeholders for their hard work, commitment and support during the past year and for their ongoing belief in the importance of promoting Manchester on a national and international stage.

…there is a real opportunity to ensure that our organisation, working closely with partners, helps drive forward the development of a coherent marketing strategy for Manchester. Andrew Stokes 6

Tourism Review Paul Simpson, managing director, Visit Manchester The tourism industry continued to play a key role in the success of the city during 2007-08. The latest industry figures have revealed that it generated £5.6bn for the Greater Manchester economy during 2007. The Office for National Statistics has also confirmed that during the same period, Manchester remained the third most popular destination in the UK, with 971,000 international visitors a growth of 6% on the previous year. The significant investment by Manchester Airport in retail, security and new technology, improving what was already an award-winning airport, has played a key role in this success creating a passenger experience the city can be proud of. Our work to attract more international visitors continues and the Northwest Regional Development Agency’s Air Service Development Fund will play a large part in our work to improve connectivity and route retention in target markets.

The new Tourism Strategy for Greater Manchester (2008-2013) was published this year and has identified the challenges we face in achieving our tourism goals. It sets out our aspirations for tourism in the cityregion and will guide us, our members and stakeholders. As we enter a period of economic uncertainty, it is more important than ever that we continue to enhance the great tourism product that Manchester has developed. Projects like the Conference Ambassador Programme have already began to show a return on investment and new Green Badge Tour Guide training course is nurturing the new talent that will showcase the city to future generations.

In October 2007 Manchester played host to the Society of American Travel Writers’ annual convention. This was a huge coup for the city and will deliver significant media coverage in North America - one of our primary overseas markets.

Our work to attract more international visitors continues and the Northwest Regional Development Agency’s Air Service Development Fund will play a large part in our work to improve connectivity and route retention in target markets. Paul Simpson 7

Highlights 2007-08 We moved

manchesterconferences.com

In December 2007, Marketing Manchester relocated to new premises in Carver’s Warehouse in the city’s Northern Quarter. The building dates back to 1804 and is the only surviving stone-built warehouse in the city centre. Its sensitive renovation created an office space for the 21st century. It was fitting that the company which promotes Manchester both nationally and internationally as the original modern city should choose such a unique building from which to conduct its business.

The latest weapon in the mission to attract more conference business to the city was unveiled in October 2007 manchesterconferences.com. The completely re-developed website was the result of extensive research into the changing demands of conference planners. During 2008 and 2009 it is expected that the website will account for at least 30% of the total conference enquiries to the organisation. The website’s main features include: an interactive venue search facility; the opportunity for the visitor to create e-brochures of the venues that suit individual event criteria and up to the minute news and special offers from Manchester’s business tourism providers.

Manchester at MIPIM In March 2008, Marketing Manchester once again co-ordinated Manchester’s presence at MIPIM - the world’s leading and most influential real estate event, held annually in Cannes. This year saw the Manchester stand adopt a Hacienda theme and the partnership’s presence grew with the launch of the Manchester Bar - an exclusive venue just off La Croisette for Manchester delegates to entertain clients and business contacts. The Gala Dinner brought the week’s activities to a close with a performance by Heather Small, and the events agency Ear To The Ground were on hand to stage an exclusive after show party for Manchester Partnership delegates.

New tourism strategy for the city-region ‘We are each of us tourists in the original modern city’ is the title of the new tourism strategy for the city-region. The strategy, launched in March 2008, outlines a vision to create a destination fit for the people that live and work in Manchester, which in turn, will create a great destination for visitors. The document is a follow-on to Destination Manchester, the tourism strategy for 2003-2008, and is the result of a major consultation with stakeholders which took place in 2007.

HRH The Princess Royal attends SATW

Visit Manchester presented Silver Award for ‘Best UK Convention Bureau’ Visit Manchester was presented with a silver award for ‘Best UK Convention Bureau’ at the 2008 Meetings & Incentive Travel Industry Awards. The awards are voted for by conference organisers and are given to the cities that provide the finest service to conference buyers and organisers. Visit Manchester was recognised for its work with over 360 partners across the city providing unbiased venue searches, accommodation booking and advice and assistance with funding applications. Visit Manchester’s help for conference organisers in relation to the preparation of bids, site visits and visitor information services was also recognised as a crucial factor in securing large scale events to the city.

MIPIM

8 Carver’s Warehouse

manchesterconferences.com

Carverâ&#x20AC;&#x2122;s Warehouse

Bill Bryson - SATW

Manchester World Sport 08

Highlights 2007-08 A year of world sport begins

MCR

The UCI Track Cycling World Championships in March 2008 kickstarted Manchester World Sport 08 - a campaign co-ordinated by Manchester City Council in partnership with Visit Manchester, the Northwest Regional Development Agency (NWDA), UK Sport and MEN Media to celebrate the six world championship sports events taking place in the city during 2008. Visit Manchester will use the sports events throughout 2008 to highlight the city’s credentials as a sports destination and attract as many international visitors as possible.

January 2008 saw the launch of MCR, the new destination magazine for Manchester. The 120-page glossy magazine was printed in English and German and was distributed at key trade and leisure events around the world. It was also circulated by VisitBritain’s overseas offices and used as a destination guide and key piece of print to support the organisation’s overseas marketing campaigns. In addition to articles by Alex Poots, Flic Everett and Nick Johnson, MCR featured interviews with Sven Goran Eriksson, MEN Arena general manager, John Knight and Eyck Zimmer.

Manchester in the media The work to increase Manchester’s presence in the international media continued during 2007-08. In total, Marketing Manchester played host to 163 journalists from around the world, generating editorial worth over £975,000 that reached an audience of more than 15 million.

The driving force of visitmanchester.com The technology behind visitmanchester.com, known as the Destination Management System (DMS) was replaced in a significant project during 2007 and early 2008. One of the main features of the new, improved DMS is Product Management - where information about tourism related products in Greater Manchester is recorded and maintained. The new database feeds into; • visitmanchester.com • visitbolton.com • visitbritain.com • enjoyengland.com and allows members to update information about their product or service electronically at any time of the year.

Society of American Travel Writers Convention Five years ago, Marketing Manchester, England’s North Country, the NWDA and VisitBritain presented a bid to the Society of American Travel Writers (SATW) to host their annual convention in Manchester. The bid was successful and in October 2007, travel writers in their hundreds descended on Manchester to begin their 52nd annual convention. Attended by more than 500 of North America’s most influential travel writers, photographers and authors, the five-day convention was a priceless opportunity to promote Manchester en masse to a key target market. The SATW convention is the single most important event of its kind in the world and to have it take place in Manchester was a major coup for the city.

Society of Editors choose Manchester Hot-on-the-heels of the SATW convention, the UK Society of Editors arrived in Manchester for their ninth annual conference. The society, led by the Manchester Evening News editor, Paul Horrocks, has more than 400 members in national, regional and local newspapers, magazines, broadcasting, new media, journalism education and media law. Marketing Manchester worked with the society to promote the city to these influential journalists. 11

Manchester Tourism Awards 2008 The winners of the Manchester Tourism Awards 2008 were announced at a glittering awards ceremony at Manchester Central. The awards recognise the high level of investment and quality of tourism product across the region. They were presented by actress Sally Lindsay to an audience of 400 of the regionâ&#x20AC;&#x2122;s most influential tourism representatives. The Manchester Tourism Awards are organised by Visit Manchester and are supported by the Northwest Regional Development Agency (NWDA) and corporate sponsors of the event.

The winners were: Large Visitor Attraction of the Year:

Taste of Manchester Award:

I Love Manchester:

Manchester Art Gallery

Isinglass Restaurant

The Frog and Bucket