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Marketing Manchester

Annual Review 2006–2007


Strategic Aims & Objectives

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“Forward”,Nick Johnson, Chairman 2 Chief Executive’s Review

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Tourism Review

4

Highlight 2006/07

6

Facts & Figures

10

Tourism Awards 2007

13

Organisational Structure

14

Further Information

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Strategic Aims & Objectives Marketing Manchester aims to develop the Manchester city-region into a leading leisure, learning and business tourist destination for domestic and international visitors, enhance the national and international reputation and promote sustainable economic development and growth.

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

Events 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 below.

Increase the interest in, and visitors to, the city, through the creation of a world-class events programme that builds on the success of the Commonwealth Games and strengthens the Manchester brand.

International destination 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 Ensure that Manchester is further established as one of Europe’s leading business destinations.

Infrastructure Support the enhancement of the tourism product in the Manchester city-region through the development of tourism infrastructure.


Marketing Manchester will free itself up to “become a ‘heads up’, dynamic agency capable of setting a progressive, modern agenda for the city and the region. Nick Johnson, Chairman

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“Forward” Nick Johnson, Chairman

Annual reviews are often all about hindsight. One of the things Marketing Manchester has achieved during this last year, though, is to set its sights on the future and strategic direction the organisation needs to take to keep Manchester, and the city-region in particular, ahead of the pack. This year we agreed with all our key stakeholders a two-tier structure for the organisation moving forward. Marketing Manchester will free itself up to become a ‘heads up’, dynamic agency capable of setting a progressive, modern agenda for the city and the region, driving quality, content and substance in everything that comes out of the city-region – from bars, shops, restaurants and hotels to buildings, places and spaces. The shift will be delivered under the watchful, critical and provocative eye of Peter Saville, Manchester’s Creative Director and will carry forward, expand and explore the ‘original, modern’ work that Peter has undertaken to date.

Visit Manchester will continue to work closely in partnership with the Northwest Regional Development Agency, Manchester Airport and other key strategic agencies. Together, I believe the organisation is well placed to drive demand in and to the region, whilst striving to ensure that expectations meet reality. The ambitious challenges that Marketing Manchester has set itself will not be achieved overnight. It will require the cooperation and commitment of a wider variety of shareholders, united by the combined ambition to make this city and this region the most desirable, the most successful, the most distinctive. original, modern Manchester.

New technology will play a critical role. The website will be developed to become a major tool to promote and inform, setting new standards for city promotion and information. Visit Manchester will continue to deliver and to extend the work that Marketing Manchester as an organisation has carried out, in the quest to drive visitor numbers and promote the city and the region overseas.

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Chief Executive’s Review Andrew Stokes 2006/07 was an exciting year for Manchester and indeed Marketing Manchester. The Labour Party chose Manchester as the destination for its annual conference – the first time in Manchester since 1917. The world’s media flooded into the city. Manchester provided the perfect backdrop, showcasing its conference facilities, its ability to deliver with ease significant events, and its appeal as a visitor destination. Indeed the announcements that followed – the Conservative Party annual conference to be held in Manchester in 2009 and 2011 and the return of the Labour Party annual conference to Manchester, in 2008 and 2010 were testament to its success. Preparations for the first Manchester International Festival came to fruition in this year, as the first festival of completely new original work. Marketing Manchester worked in partnership with the Festival across the key international markets of Europe and North America, successfully cultivating high profile media attention to both the originality of the festival and the attributes of the city.

Beginning in September 2006 the destination website, visitmanchester.com, was completely redeveloped to capture a new wider audience and satisfy the requirements that users are now demanding. Over the year, visitor figures to visitmanchester.com more than doubled, a direct result of the redevelopment and significant online marketing activity, including a series of award winning podcasts. Over the next few years Marketing Manchester is set to undergo a certain degree of change. Tourism, whilst ever important to the growing organisation, will not be its sole focus. Visit Manchester is the Tourist Board for Greater Manchester and is a division of Marketing Manchester. I would like to thank the dedicated, creative and enthusiastic workforce employed at Marketing Manchester. I would also like to thank all Marketing Manchester’s members, stakeholders and partners who work together in the promotion and advancement of the city.

Tourism Review Paul Simpson, Managing Director, Visit Manchester 2006/07 was a significant year for tourism to Manchester. Figures released by the Office of National Statistics showed that Manchester maintained its well earned position in the top three of the most popular UK cities for overseas visitors.

and continued commitment to reaching new audiences whilst maintaining a strong dialogue with existing markets, have ensured that Manchester remains an attractive destination for both international leisure and business visitors.

Manchester attracted 912,000 overseas visitors during 2006, a growth of over 10% from the previous year. But, it was even better news for the wider city-region, who collectively attracted a staggering 1,118,000 to the region.

Presented with numbers like this, it is absolutely vital that we as a region continue to invest in our tourism product. For Manchester to attract key visitors in the face of increasing competition from other urban destinations, a high quality and co-ordinated tourism product must be offered. To this end Visit Manchester has published a new tourism strategy for Greater Manchester 2008–13.

The extended flight routes to Manchester Airport, investment in the city-region’s tourism product

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Manchester provided the perfect backdrop, “ showcasing its conference facilities, its ability to deliver with ease significant events, and its appeal as a visitor destination.

�

Andrew Stokes, Chief Executive

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Highlights 2006/07

International visitors

The Labour Party Annual Conference 2006

Manchester International Festival US media launch

The number of international visitors to Manchester increased from 824,000 in 2005 to 912,000 in 2006, a growth of over 10%. Across the wider city-region, visitor numbers also increased from 1,079,000 in 2005 to 1,118,000 in 2006. The figures, released by the Office for National Statistics, reaffirm Manchester’s position as the third most popular destination in the UK for overseas visitors.

In September 2006, the Labour Party Annual Conference visited Manchester for the first time since 1917. It brought ÂŁ15 million worth of economic benefit to the region and was so successful, that the Labour Party has confirmed that it will return in 2008 and 2010. In addition, the Conservative Party have announced they are to hold their own annual conference in Manchester in 2009 and 2011.

Marketing Manchester, in conjunction with the Manchester International Festival, organised the US launch of the event. Held at The Gramercy Park Hotel in New York, it succeeded in attracting over 150 key travel and cultural press. Guests were addressed by the British Secretary of State for Culture, Media and Sport, the Rt. Hon. Tessa Jowell MP, Sir Richard Leese, Leader of Manchester City Council, and Alex Poots, the Festival Director.

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Manchester: The ‘Best UK Destination’

Manchester in the media

Award winning podcasts

Manchester was awarded the title of ‘Best UK Destination’ at International Confex 2007 – Europe’s leading annual forum for the conferences, meetings, events and corporate hospitality industries. The judges commented that Manchester’s conference wins were a testament to the impressive critical mass of Manchester’s infrastructure and range of quality venues.

Manchester’s profile within the national and international media has increased considerably over the past twelve months. Marketing Manchester has co-ordinated over 100 press trips, which consisted of 260 journalists visiting the city-region during the past year. Over 250 pieces of print, radio, TV and web coverage were produced as a result of these visits and from media enquiries. Valued at over £2 million, the coverage has been seen by over 38 million people around the world.

A series of podcasts commissioned by Marketing Manchester and designed to attract visitors to the city won a DADI Award (Drum Award for Digital Industries) in the best podcast / blog category. The ‘Manchester Music Speaks’ podcasts were presented by local celebrities including Mike Joyce (The Smiths), Peter Hook (Joy Division / New Order), Jenna G (BBC Radio) and Guy Garvey (Elbow) and attracted over 7,000 unique visitors to visitmanchester.com.

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Highlights 2006/07

Young Star Chef

New look visitmanchester.com

On-line marketing

Launched during the Manchester Food & Drink Festival 2006, Young Star Chef is a joint initiative between Marketing Manchester and Springboard. Through partnership with some of Manchester’s leading restaurants, the programme aims to highlight the talents and achievements of young chefs in the Manchester city-region. Following development and training, the young chef has the opportunity to take charge of the kitchen at their restaurant and produce a signature three-course meal for between 30 and 100 diners to showcase their new skills. Since its launch, five restaurants across the city have taken part in the scheme.

A new look visitmanchester.com was unveiled in September 2006. The site contains stunning new images, exciting editorial and insider tips, including experience pages providing visitors with interesting ideas on what to do whilst they are in Manchester. The pages detailing short breaks to Manchester are available in five foreign languages – French, German, Spanish, Italian and Swedish.

Some of Marketing Manchester’s most successful on-line marketing activity took place in 2006/07. In October 2006, a preChristmas campaign e-blast was sent to over 10,000 contacts and achieved a 40% readrate – an amount well above the industry standard. The campaign helped to double the number of visitors to visitmanchester.com during that month.

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New enhanced programme for Profit Through Productivity

A Manchester club night

Busy year for Northwest Conference Bidding Unit

The Profit Through Productivity programme was an new initiative launched in 2006 to assist employers across the tourism sector within the Manchester city-region to become profitable, productive and competitive. The programme, which continues to be subsidised by Marketing Manchester, the Northwest Regional Development Agency (NWDA) and the European Regional Development Fund, gives businesses the chance to benefit from one-toone visits from a team of specialist tourism business coaches, who help identify and address specific business issues. In 2006/07, 38 businesses took part in this initiative.

Marketing Manchester and Jet2.com worked in partnership on a dedicated campaign to increase leisure visitors from the Spanish youth audience to Manchester. The key focus of the campaign was a Manchester Club Night hosted at nightclub, Razzmatazz in Barcelona. A microsite was set up www.visitmanchester.com/party which featured the event, destination information, a competition and links to the Manchester podcasts. The event held in March 2007 was a huge success attracting over 5,000 people and several journalists. The number of bookings to Manchester increased from 5.7% to 13.6% making Manchester, Jet2.com’s best performing UK route from Barcelona.

The Conference Bidding Unit pulled together a total of 77 conference bids in 2006/07. Among the successful were: the Urban Screens 2007, the 35th Annual European Management Assistants Conference 2009, the 2007 Association of Exhibition Organisers Conference and the British Society of Medical Secretaries Symposium 2007. The total economic benefit of conference wins in 2006/07 was over ÂŁ30 million. These wins include the forthcoming Labour Party Annual Conferences in 2008 and 2010.

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Facts & Figures

Visitors (thousands)

International visitors to Manchester and the city-region 1100

Manchester Manchester city-region

900

*figures only available from 2005

700

500 2002

2003

2004

2005

Economic impact of visitors to the Manchester city-region

2006

Employment supported by tourism in the Manchester city-region 65

Employees (thousands)

ÂŁ (billions)

5

4

3

2 2000

2001

2002

2003

2004

2005

60

55

50 2000

2006

2001

2002

2003

2004

2005

Unique visitors (thousands)

Unique visitors to visitmanchester.com 80

2005 2006 2007

60 40 20 0 Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Bids produced by Northwest Conference Bidding Unit

22 bids in 2004/05: 7 won 43 bids in 2005/06: 9 won 77 bids in 2006/07: 16 won Out of the 141 bids produced there were still 46 pending at the end of March 07. Total economic benefit from April 04 to March 07 was ÂŁ89,282,242 (of confirmed business).

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Sep

Oct

Nov

Dec

International conventions held in Manchester

22 events in 2005 15 events in 2006 21 events in 2007

2006


...Manchester maintained its “ well earned position in the top three of the most popular UK cities for overseas visitors.

�

Paul Simpson, Managing Director, Visit Manchester

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Facts & Figures

Overseas Marketing Activity 2006/07 Primary markets Secondary markets Future markets

Financial Information

Commercial: 41%

Salaries/overheads: 23%

Public: 39%

Promotion/events: 19%

Project funding: 20%

Destination marketing: 17%

Income

Expenditure

ÂŁ5 million

ÂŁ5 million

Tourism Development: 11% Conference: 10% TIC: 8% Communications: 7% Other: 5%

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Manchester Tourism Awards 2007 The Manchester Tourism Awards 2007 were celebrated in style at a glittering awards ceremony hosted by television and radio star Sara Cox. Over 400 high profile guests attended the event, which recognises the high levels of investment in quality and outstanding contributions to tourism across the city-region. The event was supported by the Northwest Regional Development Agency and a number of corporate sponsors.

The winners were:

Large Hotel of the Year

Tourism Retailer of the Year

Radisson Edwardian Manchester

Rags to Bitches

Sponsored by NCP Manchester Ltd

Sponsored by Premier Travel Inn

Small Hotel of the Year

Business Tourism Award

Great John Street

Manchester Central

Sponsored by the Manchester Hoteliers Association

Sponsored by the Northwest Regional Development Agency

Tourism Bar of the Year

Taste of Manchester Award

The River Bar at the Lowry Hotel

Choice Bar & Restaurant

Sponsored by CityCo

Sponsored by North West Fine Foods

Tourism Website of the Year

Tourism Restaurant of the Year

Manchester International Festival

The French at the Midland

Sponsored by Manchester Airport

Sponsored by Macdonald Manchester Hotel

The Manchester Recommends Award

Outstanding Customer Service Award

The Manchester Craft and Design Centre

Norman Swift

Sponsored by the Manchester Evening News

The Manchester City Experience Museum & Tour Sponsored by Serviced Auditors UK Ltd

Large Visitor Attraction of the Year

Urbis

Tourism Event of the Year

The Salford Triathlon Small Visitor Attraction of the Year

Sponsored by FaFlora

Ordsall Hall Sponsored by The Trafford Centre

Tourism Transport Provider of the Year

Transpennine Express

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Organisational Structures Marketing Manchester PA to Chief Executive

Chief Executive Andrew Stokes

Managing Director Visit Manchester Paul Simpson

Director of Strategic Marketing Helen Palmer

Head of Events & Marketing Services

Head of Commercial Relationships

Head of Communications

Head of Marketing

Events & Design

Commercial

Press & PR New Media

Marketing

Visit Manchester

Further Information

Membership Pack

Identity Manchester

Marketing Manchester Carver’s Warehouse, 77 Dale Street, Manchester M1 2HG

The membership pack is a comprehensive summary of the benefits of membership of Marketing Manchester, and is available to all members. It summarises how the different teams at Marketing Manchester work on behalf of its members, as well as the marketing opportunities available.

Identity Manchester is the quarterly newsletter, keeping members and stakeholders up to date with the activity of Marketing Manchester. It is produced by Marketing Manchester’s Press & PR Team.

To obtain a copy please email: rachel.heaton@visitmanchester.com

To be added to the mailing list please email: press@marketingmanchester.com

T. 0161 237 1010 F. 0161 238 2960 General enquiries: mm@marketingmanchester.com Human resources: vacancies@marketingmanchester.com Press enquiries: press@marketingmanchester.com www.marketingmanchester.com www.visitmanchester.com A range of literature is available to keep members, stakeholders, the press and public updated on the company’s activity throughout the year.

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Visit Manchester

Chief Executive Andrew Stokes

Managing Director Paul Simpson

PA/Office Manager

Director of Tourism Melissa Marriott

Head of Leisure Tourism

Head of Business Tourism

Head of Visitor Information

Head of Tourism Development

Head of Finance

Leisure Tourism

Conference & Research Unit

Manchester Tourist Information Centre

Tourism Development

Finance

Members e-newsletter

GM Tourism Strategy

Destination Management Plan

The Members e-newsletter is the monthly email update, designed to provide regular information about the activity of The Tourist Board and how members can engage within this activity.

Manchester has recently reviewed its five year tourism strategy ‘Destination Manchester’ 2003–2008 and has now published a new strategy for 2008–2013. The document sets out the future direction for Manchester as a burgeoning visitor destination.

The Destination Management Plan (DMP) sets out the future tourism priorities for the Manchester city-region. Building on the aims and objectives in the GM Tourism Strategy, the document represents the action plan for the coming twelve months. Manchester updates its Destination Management Plan on an annual basis.

To receive this monthly update please email: rachel.heaton@visitmanchester.com

To obtain a copy please email: info@visitmanchester.com

To obtain a copy please email: info@visitmanchester.com

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Printed with vegetable inks on Oxygen 50:50 paper (50% recycled & 50% FSC).



Marketing Manchester Annual Report 06/07