What is DEMA?
The Destination Edinburgh Marketing Alliance (DEMA) Project was
formed in April 2009 to address:-
- the existing fragmented approach
- a need for clarity of common purpose
- the requirement for Leadership - bringing people together and
speaking with one voice
- a definitive Destination Promotion Strategy and,
- that the City needed to capitalise on utilising its assets
and exploring the potential for cross selling messages across the
themes of visit, invest, live & study.
In summary, DEMA is a powerful and still relatively new
function, specifically charged with the destination promotion of
Edinburgh. We aim to ensure the city's reputational
currency is maintained, enhancing our competitive identity and
changing perceptions of the destination across live, invest, visit,
study. This will be achieved by bringing together a coalition of
the city's top talents, creating a committed team of dedicated
professionals, supported by networks of the public and private
sector, providing the critical tools to stand out in a highly
competitive market place with a focus on the customer at its
heart.
An Easy-read Summary has been produced for the Project.
You can view a PDF of this DEMA
summary (opens in a new window).
There is also a standard presentation providing more information
on the project. You can view a PDF of the
DEMA presentation (opens in new window).
