DEMA Activity
Our activity covers the following key areas:
- Customer knowledge – carrying out surveys and research to
ensure the city gets the right messages to the right people at the
right time
- Digital platforms – ensuring that dynamic and real time tools
are utilised to deliver Edinburgh’s unique proposition. Tools
include social media, email and websites
- PR messaging – strategic planning across the visit, invest,
live, work and study audiences, both nationally and
internationally
- Promotion – working in partnership with private and public
agencies to amplify Edinburgh’s assets through shared marketing
campaigns and budgets
Plans (2010)
So far, for 2010 we completed or continue to work
on the following:
- Activation of inward investment and attracting talent messaging
in Singapore, San Francisco and New York associated with the
‘Edinburgh Inspiring Capital Clipper’ which took part in the
Clipper Round the World Yacht Race
- Planned for DEMA’s first participation at EXPO 2010 (the
VisitScotland organised annual buyers event held in April every
year) which we assisted us in achieving partners aspirations for an
‘Edinburgh Street’ at the 2011 event
- Early planning of an Edinburgh Festive Campaign for 2010
(‘Edinburgh Sparkles 2’) that will build on the effective
collaboration and be based on a full evaluation of the 2009
campaign
- Worked with VisitScotland on promotional campaign planning
associated with the Rugby 7’s in May 2010
- Work with Scottish Development International (SDI) and the
Scottish Government on analysis of migration patterns to Edinburgh
to assist in talent attraction
- Collaboration with SDI on inputting hotel sector occupancy
statistics to the STEAM economic impact of tourism assessment
model
- Work with Festivals Edinburgh on Media Relations campaigning
(especially to maximise cross selling opportunities in key target
markets)
- Worked with specialist property media in the run up to MIPIM
2010 Property Expo in Cannes in March to facilitate a bespoke press
familiarisation visit and followed up at the event
- Further development of the joint promotional action plan with
the five Higher Education establishments (this has been
significantly advanced through a facilitated workshop in December
in 2009)
- Development of a Customer Relationship Management (CRM) system
which will assist us in our relationship management with
stakeholders and building our membership of champions
(ambassadors), supporters, participators, and contributors.
- consolidation of the Edinburgh Science Triangle (EST) website
as a microsite of www.edinburgh-inspiringcapital.com.
