9.00 - 9.30
Coffee & Registration

9.30 - 9.45
Introduction by Conference Chair

David Parker, Business Development Manager, International Business Wales

9.45 - 10.10
Keynote: Developing an Authentic Message

• Understanding your audience
• Establishing realistic goals
• Driving your project from the top down
• Making the brand work: Measuring and monitoring progress

Alex Aiken, Head of Communications, Westminster City Council

10.10 - 10.35
Differentiating Between Places: Unifying by
Diversifying

• Assessing the strengths and limitations of your destination
• Avoiding the allure of imitation
• Promoting cultural and creative tourism
• Going beyond aesthetics: Promoting ugly spaces and
  sensuous places

Dr. Andrew Smith, Senior Lecturer, University of Westminster

10.35 - 10.45
Questions and Discussion with Previous Speakers

10.45 - 11.25
Knowledge Share Networking Session
This is your chance to discuss and debate the nitty gritty issues and seek solutions to streamline your marketing campaign. Split into roundtable groups to brainstorm and discuss with your peers:

• How are you working in partnership with other cities, regions and towns?
• Does private sector involvement in marketing campaigns really help the public sector?

Key points raised from the session will then be presented to our expert panel at the end of the day in Question Time.

11.25 - 11.50
Coffee, Exhibition and Networking

11.50 - 12.30
Interactive Workshops
You will have a unique opportunity to attend two of the
three most applicable workshops to your organisation’s needs, to explore the real nitty-gritty issues of place marketing in an interactive and focused group setting.

Workshop Rotation 1. Choose from:

Workshop A
Creating Sustainable Communities through your Marketing Campaign

• Assessing the impact of tourism on the local community
• Engaging the community in the promotion of your town
• Effecting government guidance on community
  engagement

Alan Berry, Regeneration Manager, South West Regional
Development Agency

Workshop B
Creating a Marketable Sense of Destination: Local placeshaping within National Standards

• Achieving the required national standards
• Standing out from the crowd
• Maintaining national standards

Stuart Barrow, Public Affairs Manager, VisitBritain

12.30 - 13.30
Lunch, Exhibition & Networking

13.30 - 14.10
Workshop C
Marketing your Town through Events

• Attracting funding: Asking the right people
• Justifying your spending
• Involving the community in large-scale events

Norman Ireland, Special Projects and Events Manager,
Edinburgh City Council

Workshop D
Understanding Place Branding: Getting Started

• What is Place Branding?
• How do you go about creating a brand?
• Establishing what your brand will include
• Communicating your brand to the public

Ian Glazer, Brand Strategy Consultant,
Glazer Consulting

14.10 - 14.35
Working in Partnership: Maximising the Benefits of
Balanced Buy-In

• Developing a “before and beyond” impact strategy
• Turning partnerships into sustainable tourism clusters
• Measuring the gain: Implementing a Balanced Scorecard
• Enthusing your public: Communicating to all the stakeholders

Malcolm Gallagher, Fellow, Chartered Institute of Marketing, Director, BizVision

14.35 - 15.00
Getting the Region Behind your Campaign:
Passionate People, Passionate Places

• Consulting with the public
• Creating a campaign that the region can identify with
• Delivering on campaign objectives
• Making it easy to supporting campaign: Launching the correct mechanisms

Tania Robinson, Head of Marketing, One North East

15.00 - 15.10
Q&A With Speakers

15.10 - 15.25
Coffee, Exhibition and Networking

15.25 - 15.50
European Case Study: Altering Prejudices

• Turning your weaknesses into your strength
• Building on lesser-known selling points
• Making the brand global

Geerte Udo, Head of Marketing, Amsterdam Partners

15.50 - 16.15
Benefiting from the Olympics

• Engaging your destination in major events
• Overcoming tension between big cities and small towns
• Spreading the benefits of major events throughout the whole of the UK

Ken Kelling, Head of Communications, Visit London

16.15 - 16.45
Question Time
This is your chance to pose questions to a select panel of speakers. Question Time is a unique and vibrant way to discuss place marketing with experts who will share their opinions through lively and probing discussion. You will also hear feedback from the earlier Knowledge Share and Networking session.

Panel members Include:

• Alex Aiken, Head of Communications, Westminster
  County Council
• Alan Berry, Community Regeneration Manager, South West Regional Development Agency
• Malcolm Gallagher, Fellow, Chartered Institute of Marketing, Director, BizVision

16.45
Close of Conference