Ambassador Programmes Amy Allen Marketing Manchester Keith Blundell Liverpool Culture Company

Amy Allen Conference Projects Manager, Visit Manchester The Tourist Board for Greater Manchester

Visit Manchester – an introduction Division of Marketing Manchester since 1 January 2008 Provides tourist board function with 4 roles: - Leisure tourism - Business tourism - Tourism Development - Visitor Services

Visit Manchester’s business tourism objective: “To ensure that Manchester is further established as one of Europe’s leading business destinations”

Manchester’s Conference Ambassador Programme What is it? “A partnership project which aims to identify and motivate a city’s leading influencers to bid for a national or international conference of their professional association.”

Why Visit Manchester operates an Ambassador Programme Importance of international business tourism market Manchester’s primary sectors - association and corporate – Scientific and academic meeting category most predominant within association market – Almost every scientific or technical speciality has an association that holds one or more meeting per year Marketing Manchester has worked successfully for many years with Ambassadors – re-launched campaign in September 07 In first 9 months of Ambassador Programme, potential estimated economic benefit of £3.6 million

Why become a Conference Ambassador? Raise the profile of specialist subject areas and university or organisation, as well as personal profile Establish world-wide links and research partnerships in that field Stimulate funding and investment opportunities Influence conference programme content Provide opportunities for post-graduates and undergraduates to be exposed to latest research and developments in their subject areas

Services offered to Conference Ambassadors Bid preparation and presentation Advice and guidance on sources of funding Organising site visits Access to web-based toolkit including marketing material and information about suppliers and services Accommodation booking service Unbiased venue finding service

Selecting Ambassadors Targeting conferences from 40/ ,000 Research – dual approach - ICCA data / Association HQ / Secretariat - Raising awareness in university / medical sectors Raising city’s profile nationally and international – viral effect

Managing Ambassadors Communication - Marketing collateral - Newsletters - E-blasts - Attendance at departmental meetings Events - Annual reception - Smaller networking events - Informal drop-in sessions Strategic & tactical partners - Key business tourism partners - Main conference facility providers

The Way Forward Consolidating Year 1 results and successes - Progressing to bid stage - Maintaining interest levels Next steps: a wish list - Events - Promotional material - Widening target markets

Any questions?

08 Ambassador Programme Keith Blundell Head of Tourism Liverpool Culture Company TMI 21 st May 2008

STRUCTURE Why We Did It What We Did What We Learnt

WHY WE DID IT To harness & build support To build the consumer database As stage 2 of ‘3 stages of engagement’ As a framework for celebrity involvement In response to demand

WHAT WE DID Launched March 2006 PR & Limited Marketing LFC/EFC tie in Absorbed ‘Mersey Champions’

Press Coverage

HOW IT WORKED Registration online, post, phone, in person or via media Included Commitment Statement High quality information pack sent Weekly e-blast with offers & incentives

Commitment Statement Liverpool & 2008 Public & Celebrity Permission to Use in Marketing Efforts

Celebrity Ambassadors “I support Liverpool, European Capital of Culture 2008, because the city has never lost its magical buzz, all through its hard times. It’s time to rise again.” Mel C, Singer “I love Liverpool, European Capital of Culture 2008 because not only is Liverpool renowned for its historical past, but it is also carving a remarkable future.” John Hargreaves, Matalan “I love Liverpool, European Capital of Culture 2008 because it has everything that you need; great places to go, lots to see and you always get a warm welcome.” Steven Gerrard, Liverpool FC

WHAT HAPPENED Massive early take up Human & Financial Resources stretched Struggled to meet published timescales 10,000 target achieved A Success

WHAT WE LEARNT Better Planning Needed Special Circumstances? Raised Expectations Engagement Structure Unclear Not maintained or maximised

QUESTIONS?

Workshop Questions How would you identify & select Conference Ambassadors? Once recruited how would you keep Conference Ambassadors interested? Under which circumstances would you develop an ’08- style’ Ambassador programme? How would you measure success?