1. Festivals Edinburgh Susan Russell Marketing Manager

2. History and Context 1947 1950 1978 1983 1988 1990 1994 1995 2004

3. History & Context 12 Festivals 25,000 Artists 2,000+ accredited media 3,000+ shows 4.2m audiences £261m economic impact

4. History and Context FESTIVALS FORUM CEOs of key public sector stakeholders plus independent experts THUNDERING HOOVES STEERING GROUP Managers/Officers of key stakeholders FESTIVALS EDINBURGH FE Board: 12 Festival Directors/CEOs FE : 8 staff Mid to long term planning, including funding and decision making concerning Edinburgh’s competitive position as the world’s leading Festival City. Monitoring and ensuring implementation of the action plan; following through decisions made at the Festivals Forum

5. Collaboration FESTIVALS EDINBURGH FE Board: 12 Festival Directors/CEOs FE Staff: 8 FTE WORKING GROUPS Festival Staff Members Chaired by a board member Supported by FE staff member Programming Marketing Innovation Professional Development Development Environment What is required to achieve our objectives and enhance our position?

6. 2012: sport and culture OPPORTUNITIES: Heightened international awareness Global media exposure Cultural Olympiad/Festival 2012

7. 2012: sport and culture THREATS: No like-for-like comparisons on other destinations 2012 visitor volumes - but where? Avoidance of UK?

8. 2012: sport and culture CULTURAL OLYMPIAD: Edinburgh International Festival – Speed of Light – Shakespeare Festival Bank of Scotland Imaginate Festival Speed of Light

9. Marketing in 2012 Earlier/multi-tiered – Extension – Displacement – Staycation MONTHINT’LUKSCOTLAND JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPT

10. Marketing in 2012 International campaign UK campaigns – Expedia – Times/Guardian – NE Radio – Ryanair/Easyjet Year-round PR Year-round digital E-CRM

11. Tourism & Culture 2012 – the Year of Creative Scotland Partnerships with VisitScotland/VisitBritain and Marketing Edinburgh Creation of trade produce – Edinburgh Festivals Passport Festival impacts on Edinburgh

12. Edinburgh & it’s Festivals SOCIAL/CULTURAL IMPACTS: 89% of Edinburgh respondents said that the Festivals increase local pride in their home city 93% of tourists say that Festivals are part of what makes Edinburgh special as a city 82% say the Festivals make them more likely to visit Edinburgh again in the future ECONOMIC: £261m economic impact

13. 2012 Legacy: what next? FUTURE PLANNING Glasgow 2014 Commonwealth Games Homecoming Scotland 2014 What you should think about?

14. 2012 Legacy: for you

15. History and Context