Programme
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This conference took place on 28th February 2006. If you would like to order copies of the speaker's slide presentations, you can still do this using the booking page here.
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Marketing Cities, Regions and Towns
Branding your city to attract investment
9:00 - 9:50
Registration
Session One - The Big Picture
9:50 - 10:10
Introduction by Conference Chair: Branding Places - What's it all about?
Simon Anholt, Editor, Place Branding Journal
- Understanding branding
- Why cities aren't soap powder
- How to built and manage the city brand
10:10 - 10:30
How to Market Places Effectively
Hugh West, International Vice Chairman, The Chartered Institute of Marketing
- How to make your city stand out from the rest
- The benefits of city and regional promotion
- Differentiation Marketing
10:30 - 10:50
Measuring and Tracking your Brand
Dietmar Walter, Managing Director Europe,
Global Market Insight (GMI)
- Enchancing the perception of a place through creating identity
- Analytical ranking of place brands
- Anholt - GMI City brand Index
10:50 - 11:10
Case Study - Branding Leeds
Emma Gray, Marketing and Communications Manager, Marketing Leeds
Tony Stanton,
Chief Executive, an agency called england
- Coordinating an integrated communication strategy
- Contributing to economic growth profile raising and image enhancement
- The success of the Leeds brand: Leeds , Live it, Love it
11:10 - 11:25
Q & A Panel Session
11:25 - 11:55
Coffee, Networking & Exhibition
Session Two - Competing with other Cities, Regions and Towns
11:55 - 12:15
Growing Business Investment - Investor Development
Douglas Clark, Director, Tenon Techlocate
- A wide range of benefits arise from investor development
- How to engage successfully with businesses
- Adopting a strategic approach for success
12:15- 12:35
Attracting Tourism
Ufi Ibrahim, Vice President of Corporate Development, World Travel & Tourism Council
- Effective methods for attracting tourists
- Economic impact of tourism as the worlds largest generator of wealth and jobs
- Policies for travel and tourism
12:35 - 12:55
Case Study - Creating Tourism Growth
Barrie Kelly, Marketing and Communications Director, Cheshire & Warrington Tourist Board
- Building a tourism industry to create economic growth
- Formulating partnership and relation
- The destination management plan
12:55 - 1:10
Q & A Panel Session
1:10 - 2:10
Lunch, Networking and Exhibition
Session Three - What to be done in addition to marketing
2:10 - 2:30
Corporate Relocation Strategies
Stuart Mitchell, Senior Partner, Business Moves Advisory Centre
- Key relocation criteria for employers
- Examples of actual 'Go' and 'No-go' feasibility studies and relocation projects
- Possible ways to attract and retain employers
2:30 - 2:50
Can a Crisis Destroy a Brand
Martine Ainsworth-Wells, Marketing Director, Visit London
- Value of visitor economy
- Establishing dialogue
- Effect of changing perspectives
2:50 - 3:10
Bradford City Regeneration
Malcolm Cowing, Managing Partner - Regeneration Marketing, Brahm Limited
- How effective marketing of urban regeneration can change the brand identity and perception of a city, region or town
- Importance of public consultation, presenting the vision
- Winning the hearts and minds of the community.
3:10 - 3:25
Q & A Panel Session
3:25 - 3:55
Coffee, Networking & Exhibition
Session Four - Marketing Places and Retail
3:55 - 4:15
The Importance of Retail
Dr Gary Warnaby, University of Salford
- How retail can change a town centre
- Examples of how retail can stimulate economic growth
- Marketing and town centre management schemes
4:15 - 4:30
Q & A Panel Session
4:30
Conclusion by Conference Chair
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