WELCOMEPartner Update

Meeting

25 February

2016

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SARAH STEWARTIntroduction

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Welcome to new partners

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Agenda

• Welcome – Sarah Stewart, Chief Executive.

• Welcome to BALTIC – Stephen Cleland, Assistant Director, BALTIC.

• Leisure Marketing – Kathie Wilcox, Head of Marketing & Communications.

• Business Tourism – Paul Szomoru, Head of Business Tourism.

• Demystifying Devolution – Helen Dickinson, Devolution and Public

Service Reform, Newcastle City Council.

• Inward Investment – Catherine Walker, Inward Investment Director.

• Festivals and Events – Carol Bell, Head of Culture & Major Events.

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STEPHEN CLELANDWelcome to

BALTIC

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KATHIE WILCOXLeisure Marketing

International campaigns - a quick recap

Northern Tourism Growth Fund

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Northern Tourism Growth Fund

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• £10m fund to promote the North of England across leisure,

business tourism and travel trade activity.

• Leading £1.5m consumer campaigns in Netherlands and

Germany.

o Campaign activity included:

National press supplements.

Online partnerships.

Digital advertising campaigns.

• 15 media visits to date from China, USA, Netherlands,

Germany and Australia.

• Supported NTGF Meet the Media events in Netherlands

and Germany.

Scandinavian campaign

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Scandinavian campaign

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• £300k campaign promoting North East England.

• Campaign microsite plus online advertising campaign.

• Travel trade activity included DB Nordics and Swedish Travel Trade

supplement.

• Media visit programme included:

o Norwegian film crew broadcast on TV 2. Covered Beamish,

North Shields, South Shields. Returning for 2nd trip –

covering Hadrian’s Wall, Woodhorn, Sunderland.

o Hosted group of Scandinavian bloggers – excellent

coverage received.

o Second group media visit in planning, focusing on traditional

media outlets.

Domestic campaigns 2016 / 17

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Domestic campaigns

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• The Tyne is Now branding.

• Glasgow, Edinburgh, Leeds, York,

Doncaster.

• Couples or groups of friends, 25-35, not

traveling with children, high spending.

• Outdoor, press and TV advertising,

advertorials, media visits, social media,

blogger engagement, competitions.

Domestic campaign - opportunities

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• Campaign partners.

• Competition prizes.

• Trackable package promotions.

• Media visit support.

• Digital advertising.

• Talk to us about your domestic

marketing aims and objectives…

Pocket Guide 2017-19

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• Official FREE visitor guide for

NewcastleGateshead.

• Audience: leisure visitors, business

visitors, students and local residents.

• Objectives: inspire, inform,

encourage people to discover more –

and generate business for you!

Visiting media programme

“They used to say ‘It’s grim

up north’ but truth be told,

it’s not. It’s gorgeous.

NewcastleGateshead is an

elegant, cultured city, that is,

as I discovered, full of

surprises…”

Irish Independent

14 February 2016

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• Hosted over 80 national and

international media last year.

• Most effective route to

generating positive destination

coverage.

• Bloggers, broadcast, print

and online.

Digital marketing

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Digital marketing - opportunities

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• NewcastleGateshead.com: >1.5m

unique visitors per year.

• Advertising packages.

• Promoted listings.

• What’s On sponsorship.

• Solus emails.

• Banner advertising.

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PAUL SZOMORUBusiness Tourism

Increased international profile with VE / VB

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Highlights of last 12 months

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Imagery area:

1 image at 7.86cm wide x

10cm high

• Won a national, industry-leading

award for excellence 2015.

• Confirmed new business worth

£1.17m.

• Grew our pipeline of potential new

business leads and bids by £3.9m.

• Shortlisted “Best UK Convention

Bureau” 2016.

Events held in 2015 worth £1.06m

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Imagery area:

1 image at 7.86cm wide x

10cm high

• National tourism awards.

• Magic Weekend.

• Rugby World Cup 2015.

• British Association of Cancer Research.

• 6th Annual Alliance for Healthy Aging.

• International Marine Simulator Forum.

• Society for Intravenous Anaesthesia.

• International Society of Paediatric Oncology Europe

Neuroblastoma (SIOPEN) Annual General Meeting

and Neuroblastoma Research Symposium.

Significant bids won

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• BERA – British Education Research

Association 2018.

• European Thyroid Association 2018.

• The English Association Conference

2017.

• Great North Paediatric Symposium 2017.

• Rotary International 1020 District 2017.

Important conferences happening this year

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Imagery area:

1 image at 7.86cm wide x

10cm high

March - Association of Law Teachers Conference

April - The Third FUSE International Conference on

Knowledge Exchange in Public Health

May - Building Society Association

June - Institute of Neuroscience

June - Sunny Con 5

July - Manufacturing & Engineering North East

Sept - BAM: British Academy of Management

Oct - SOLACE

Dec - Royal College of Obstetricians & Gynaecologists

Proactive sales activity plans

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March - International Confex

March - new guide launch

April - IMEX Frankfurt

April - International familiarisation visit

June - The Meetings Show

Business tourism priorities

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• Maintain NewcastleGateshead’s

position as a leading UK business

tourism destination.

• National and international

associations 300 to 1,700 people.

• Aligned to inward investment target

sectors and university research

strengths.

There’s no “I” in team

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• Stand partner opportunities at

International Confex 2017.

• @MeetOnTyne engagement.

• Work with us to create case studies and

stories that talk about events taking place

here.

• Solus emails and website advertising.

• Host a Conference Ambassador event.

SARAH STEWART

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National Developments

VisitBritain and VisitEngland

Focus:

• Market Britain overseas to

drive growth in international

leisure and business tourism.

• Maintain distinct activities to

develop and market English

tourism.

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Priorities

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• Expand overseas network.

• Digital focus for marketing activity.

• New focus on business visits and

events.

• Engage with HM Government

partners in London and overseas.

• Boost retail sales and build

commercial partnerships.

• Discover England Fund.

• Digital focus for marketing activity.

• Ongoing support for business

visits and events.

• Proactive engagement with

England partners.

Discover England Fund

£40m three-year fund

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Objectives

• To grow tourism in English regions.

• To increase competitiveness of England’s tourism offer

for domestic and international visitors.

• To develop ‘bookable’ products in line with market

trends and in response to consumer demands.

Purpose• To create 3-4 world-class ‘itineraries’ spanning regions

and made up of a number of ‘bookable’ products.

Process • Bidding criteria and process TBC.

HELEN DICKINSONDemystifying

Devolution

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Devolution for the North East

NGI Partner Update Meeting

Thursday 25 February 2015

Devolution: the national picture

• New Government sets clear intention to devolve

more powers to local areas

• New powers to be devolved in return for agreement

to elected mayors

• Series of devolution deals agreed across the

country, led by Treasury, mostly based on existing

combined authorities

Devolution: the North East picture

• Government invited devolution proposals by 4

September 2015

• NECA Leaders agree a Statement of Intent, informed by

local consultation

• Discussions with Lord O’Neill, Commercial Secretary

• Proposed agreement signed with Government on 23

October - commits region to elected mayor in return for

new powers & funding

Headlines for the North East

• Investing for long-term growth

• Longer-term certainty and increased control over funding

• Ensuring growth opportunities open to all

• New control over skills training, support for those struggling to

find employment, health and social care integration

• Tailored to the North East’s specific circumstances

• Commits to fair funding for the region, recognises urban/rural

mix, “embedded” mayor model

Investing for long-term growth (1)

• New North East Investment Fund (>£1.5 billion, funded

by £30m per year for 30 years + other devolved

budgets)

• Devolved transport budget, Local Growth Fund, control

over investment of EU funds

• NEIF will enable new grant, loan & equity funding for

property and infrastructure projects

• New enterprise zones at Newcastle International Airport

and Walker Riverside

• UKTI to be held to account for their activity in the region

Investing for long-term growth (2)

• Improving local, national and international connectivity:

• Long-term investment in the Metro

• Joint planning of road and rail investment

• Introduction of smart ticketing

• Advancing Transport for North priorities: East Coast mainline,

A1 (M1), Newcastle International Airport and Port of Tyne

• Supporting business and innovation

• Science and Innovation Audit in partnership with NE universities

• Feasibility study into establishment of a National Smart Data

Institute

• Access to NE Investment Fund

Ensuring growth opportunities open to all

• Employment and Skills Board

• Better alignment of skills provision to local need through

devolved responsibility for adult skills and new powers over 16+

training

• Simplified employment support for those furthest from the labour

market

• Commission on Health and Social Care Integration

• New Land Board to identify surplus public land which

could enable new housing or business premises.

• New powers devolved to both NECA leaders and mayor

• Potential further devolution on rural issues

• Deal conditional on fair funding for the region

Tailored to North East circumstances

What happens next?

• Formal agreement to the deal

• Agreement by the constituent councils & NECA leadership

board – expected in March

• Government lays legislation to create the Mayoral Combined

Authority and transfer powers to it

• Deal implementation

• Some new powers from 2016

• Mayoral elections in May 2017

• Formal role for the LEP in Combined Authority structures

• Further devolution possible – views welcome

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CATHERINE WALKERInward Investment

Quick review

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In the last 12 months we have:

• Rebranded to Invest Newcastle and

formed an advisory board.

• Welcomed two new team members.

• Taken on Science Central inward

investment marketing & PR.

• Landed 32 projects and created /

safeguarded 735 jobs.

Companies supported

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Newcastle@MIPIM.com

12 partners, Newcastle City Council and Invest Newcastle

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Markets and sectors

Insert sector image

please

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Targeting higher value activity:

• USA; India; London & SE; Germany

/ France / Netherlands.

• Offshore / energy; business

services; digital technology and

software; healthcare technologies.

Newcastle Science Central

Imagery area:

1 image at 7.86cm wide x

10cm high

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Creating awareness and interest:

• Sector-specific lead generation.

• Ongoing development of collateral

and propositions in line with

development.

• Local, national, international PR.

• Community engagement.

Inward investment

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It’s relevant to all:

• Support with inward and familiarisation

visits.

• Contribute to Invest Newcastle Linkedin

discussions.

• Be part of Land:In.

• Participate in paid-for opportunities e.g.

overseas missions, MIPIM, business

development campaigns.

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CAROL BELLFestivals and

Events

Key events for 2016

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Spring

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• AV Festival 16, 27 Feb - 27 Mar.

• Gateshead International Jazz

Festival, 15 - 17 April.

• Maker Faire UK 2016, 23 - 24

April.

• The Late Shows, 13 - 14 May.

• Magic Weekend, 21 - 22 May.

Summer

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• ¡VAMOS! Festival, 8 - 12 June.

• Cyclone Festival of Cycling, 17

- 19 June.

• The Hoppings, 17 - 25 June.

• The Northumberland Plate

Festival, 23 - 25 June.

Summer

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• Kynren - an epic tale of England,

2 July - 17 September.

• Northern Pride 2016, 15 - 17 July.

• SummerTyne Americana

Festival, 22 - 24 July.

• North Sea Tall Ships Regatta

2016 Blyth, 26 - 29 August.

Autumn / winter

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• Great North City Games and Great

North Run 2016, 10 - 11 September.

• Great North Snowdogs, 19 September -

November.

• Juice Festival, 22 - 30 October.

• NewcastleGateshead Winter Festival, 26

November - 31 December.

• Enchanted Parks, 6 - 11 December.

Major events pipeline

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• 2017 Pestival, 50th Anniversary of

Martin Luther King, Tour of Britain.

• 2018 Tall Ships Sunderland, 20th

Anniversary Angel of the North.

• 2019 World Transplant Games.

• 2020 British Art Show, British Dance

Edition.

SARAH STEWARTClosing Remarks

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NGI Solutions

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How can NGI

Solutions help you?

Marketing

Research

Events

Media & PR

• NewcastleGateshead Initiative has a proven

track record of developing and delivering

research and insight projects since 2000.

• Our trading company, NGI Solutions, enables

us to secure commercial income to reinvest in

support of our work to promote this great region.

• We have a 16-strong marketing,

communications, research, events and digital

team, operating on a consultancy basis to

deliver external project commissions.

• ngisolutions.com @ngi_solutions

Thank you

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THANK YOU

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