Destination Edinburgh Marketing Alliance(DEMA)
March 2009 update
In mid-February the last of the five Destination Promotion
Strategy workshops facilitated by Leithal Thinking (LT) was
completed. A presentation by Paul Stallard and David Amers of
Leithal Thinking was given to the DEMA Project Board on
the ‘Direction of Travel’ of the strategy.
The DEMA Project Board meeting, 11 February 2009, gave a useful
steer to LT and the DEMA team on the key areas of the Destination
Promotion Strategy that still needed to be addressed. Leithal
Thinking will now develop a revised version of the document that
will clearly define the objectives and short, medium and long term
communication activities for DEMA.
The main concern of the Project Board was the need for
'prioritisation' recognising the limit on resources both people and
monetary.
Leithal Thinking’s aims for the coming weeks are to provide clarity
on:
- DEMA objectives for Edinburgh as a whole
- DEMA objectives for each of the 5 areas (visit, invest, study,
live and work)
- DEMA's status and role and the bureau vs alliance debate
- Amplification vs duplication
- DEMA's approach to 'filling gaps' and harnessing the
initiatives and strategies in place
- B2B as well as B2C targeting based on audience analysis.
The next stage is to go into more detail on objectives and
priorities for year one and develop a suggested operational
plan. This piece of work will also identify potential
Governance/ Delivery Vehicle Models for consideration by the
Project Board at their next meeting on the 2 April 2009. Work is
also progressing on investigation of appropriate governance and
delivery vehicle structures and these will be reported back to the
next Project Board on the 2 April 2009.
Key outcomes of 11 February meeting:
- agreed to invite a representative from Essential Edinburgh (The
City Centre Bid) to join the Board
- It was noted that Willie Watt due to personal commitments would
not be able to represent the Financial Services Sector, an
alternative representative is being sought.
- Norman Springford representing the Edinburgh Business Assembly
and Executive Chairman of Apex Hotels is taking on the Chair’s role
from Dave Anderson of the DEMA Transition Project Board.
Kenneth Wardrop, Project Director
Ritchie Somerville, Project Manager
Destination Edinburgh Marketing Alliance
27 February 2009
