DISCOVER COME CHINA Marketing ENGLAND TOGETHER Manchester – review 2017/18

GULF STATES BUSINESS WORKER BEE MANCHESTER AT MARKETING KEY TOURISM WEEKENDER MIPIM 2018 SECTORS

CONTENT DIGITAL MANCHESTER PERFORMANCE TOURISM FIGURES CURATION DEVELOPMENT IN THE MEDIA HIGHLIGHTS & PARTNERSHIPS Discover England

Marketing Manchester Project milestones: successfully bid for £1m Discover England funding • Review of existing day to promote Manchester as excursions and introduction an international gateway. of the city sightseeing bus • Introduction of day tours The aim of this project with Mountain Goat and was to increase bookable BusyBus product available to travel • Developing three trade and investors from overnight excursions North America, and increase from Manchester the number of international visitors using Manchester • Creation of a new as a base to explore the Manchester Guide on North of England and the booking.com rest of the UK.

Marketing Manchester worked with seven Destination Marketing Organisations and tourism businesses across the North to highlight the experiences available to visitors and to develop bookable products. £1m bid funding secured for Manchester as an international gateway

Manchester Guide on Booking.com Discover England image commission 3 3 2 overnight bookable day bookable half-day itineraries excursions excursions Come Together

In the aftermath of the The Come Together Manchester Arena attack, campaign ran from August the city’s visitor economy 2017 to May 2018, and gained suffered an immediate support from stakeholders decline. Marketing including VisitEngland, Manchester rapidly Greater Manchester formulated an action plan Combined Authority and devised a 30-city (GMCA), and Transport for strategy in the form of the Greater Manchester (TfGM), Come Together campaign. alongside private sector partners Ryanair, Virgin The campaign commissioned Trains and Ocean Outdoor. new content including film, photography and branding and targeted audiences in Europe; France, Germany, Italy and Norway, and on a national and local level.

European Campaign UK Campaign Winter Spring 28m 8.8m 9.2m reach reach reach £33m 2,440 1,719 estimated additional Come Together Manchester bookings generated bookings generated visitor spend from UK visitors £1m+ £704,790 additional visitor additional visitor spend generated spend generated China

Marketing Manchester Campaign activity brought has been working with together a consortium of VisitBritain and Hainan partners across Northern Airlines in a three-way England including; Liverpool, partnership to support the Chester, The Lake and Peak Beijing to Manchester Districts and Leeds. flight route. Future activity will focus on In support of the route, a developing our travel trade campaign was launched profile in South and East carrying four messages; China and working with Manchester: Home of cities including Guangzhou, Football, City of Shopping, Shanghai and Shenzhen, Attractions & Culture, and alongside second-tier Manchester: Gateway to cities Changsha, Wuhan the North. The campaign and Xiamen. included the production of a guide which was distributed in China, press advertising and displays in airports.

Supporting activity included a travel trade trip with 16 agents in October 2017 and a media trip in March 2018. 117 55m Funding of £350,000 30:1 on-territory reach of ROI was secured from trade meetings marketing campaign VisitBritain, Hainan Airlines, VisitBritain Travel Trade and Manchester’s regional £4.78 63 34 partners to support with additional campaign spend Chinese travel agents Chinese media hosted campaign activities. raised for every £1 spent trained and engaged £2.25m 16 12 additional increase new packages added with Hong Kong agencies in visitor spend Manchester content partnered with Gulf States

The main focus of this Marketing Manchester activity has been delivered attended the key travel trade through the Experience event for the GCC – Arabia England project, delivered Travel Market (ATM) in April with London & Partners and 2018 and met 87 agents. the West Midlands Growth An Arabic language website Company. The project, was developed to reach funded by VisitEngland, consumers directly. promotes ‘open jaw’ holidays arriving in London, and departing from Manchester or Birmingham.

Working with dnata a £365,000 campaign was delivered, covering digital, print and out of home marketing, utilising dnata’s network of travel shops across the GCC.

Manchester hosted two travel trade trips with Etihad, bringing key agents from the Kingdom of Saudi Arabia and Oman. A film crew and 87 influencer from Tajawal £365,000 travel trade engagements at campaign value (youth-orientated travel Arabia Travel Market bookings site), were also hosted. As a result a video was produced that has been viewed by 3 million people. 56 3m+ travel trade delegates hosted influencer film views

5 21 FAM trips delivered GCC media & influencers hosted Business Tourism

Manchester’s Convention Bureau positions Manchester as a world leading conference destination.

In 2017/18 29 conferences were secured (of which 20 were international) worth an estimated £26.7m for the local economy.

Key conferences secured in 2017/18 include:

Conference No. of Worth to local delegates economy Society for Melanoma 1,000 £2m Research – SMR International Congress 2018 TERMIS EU Chapter 1,000 £2.1m Meeting 2020 International Gothic 200 £410,000 Association Conference

The Convention Bureau attended key events in the Business Tourism sector such as IMEX Frankfurt in May 2017 and SMU International in February 2018. 4th 29 34% ranked in the UK conferences won conversion rate International Congess and Convention Association 12,000 131 nights booked through events booked through 15,785 delegates Accommodation Venue Location Service Great Minds Meet Booking Service in Manchester £1.9m £810m generated through value of business tourism £26.7m Accommodation & Venue economic impact to local economy Booking Services Worker Bee Weekender

Influencer marketing March and was a means to is a growing trend in establish positive images of the promotion of travel Manchester following the destinations. ‘Influencers’ Manchester Arena attack. use social media platforms to reach a large worldwide Worker Bee Weekender audience, sharing with London & Partners images and content of Marketing Manchester Greater Manchester that collaborated with London encourages tourists, & Partners to host a joint particularly millennial press trip with influencers, buzzseekers, to visit showcasing the ease of Manchester. “open-jaw” flights; arriving into Manchester Airport and Marketing Manchester held departing London airports. two mass influencer projects in 2016/17: 71 influencers attended across four days, with Worker Bee Weekender 34 unique experiences 77 social travel influencers in Manchester. from around the world were invited to experience the best of Greater Manchester over a weekend of activities. The event took place in 148 influencers hosted across the two weekends

Total press pieces 42 19 Worker Bee Weekender Worker Bee Weekender + London Worker Bee Weekender Worker Bee Weekender MCRxLDN Social media reach 12m 52.5m Worker Bee Weekender Worker Bee Weekender + London Manchester at MIPIM 2018

MIPIM is the world’s representation from 8 local leading property market. authorities in the region. It offers Manchester the chance to showcase not European leaders from only its property sector but cities such as Lisbon, its place as a leading global Helsinki, Amsterdam and business and investment Antwerp were also part destination. of the Manchester event programme. For the 19th year, Manchester once again The year saw record exhibited at MIPIM. The city interactions on social media, demonstrated its ability to seeing engagements on be a world-class business Twitter well surpass cities and investment destination. such as London, Liverpool and Stockholm. Coordinated by Marketing Manchester, a delegation of 107 companies and 273 delegates represented Manchester. The week saw 28 events delivered with 4.3m 60 Twitter impressions speakers

66,857 11 visits to the new International MIPIM Videos MIPIM images 2018 Manchester at MIPIM website speakers

28 120+ events pieces of media coverage Marketing Key Sectors

The sector marketing Greater Manchester’s digital team creates B2B & tech sector was promoted campaigns aligned with at SXSW18 with a trade the Internationalisation exhibition and panel session Strategy, supporting led by Mayor Andy Burnham inward investment and included speakers agency MIDAS to attract from Manchester City, businesses from key Manchester United target sectors: Advanced and British Cycling. Manufacturing; Creative, Digital & Tech; Healthcare Working with the & Life Sciences; and Department of International Financial, Professional & Trade and the GREAT Business Services. campaign, Greater Manchester’s healthcare In 2018 we launched capabilities were promoted the Manchester India with meetings at the British Partnership (MIP) at the Consulate General in San House of Commons, and Francisco and Boston. at the Department of International Trade Createch Summit in Mumbai, with speakers including Lord Jim O’Neill and Baroness Fairhead.

The MIP is chaired by 1,508 3,778 Andrew Cowan, CEO of B2B engagements jobs created Manchester Airport, and provides a platform to develop stronger trade, investment, cultural £263.9m 58,502 and educational links economic impact (GVA) visitors to website between Greater Manchester and India. 3,498 6.9m Linkedin followers media reach Content Curation

The new content curator devolution of healthcare. role aims to tell stories Highlights of the campaign significant to Greater include; a launch at The Manchester; creating Pankhurst Centre, 27 PR opportunities and organisations changing campaigns to highlight their names to include the region’s advances ‘Womanchester’ on in sectors including; International Women’s science, healthcare, and Day and press coverage in digital innovation, whilst The Guardian, The Times celebrating the historic and on ITV. moments from Greater Manchester’s past. A BBC documentary on the life of Emmeline Pankhurst In the landmark was also supported by centenary of 100 years Marketing Manchester, of Votes for Women, a premiering at the Radisson #RadicalManchester Blu Edwardian Hotel and campaign was devised to was broadcast on BBC One, celebrate Manchester as the BBC Four and BBC iPlayer birthplace of progress and in July. innovation, which continues today in ground-breaking research into 2D materials Dedicated website - like graphene and the radicalmanchester.com 75 30+ events tagged original videos in support of #RadicalManchester #Womanchester – on vm.com generated 1.1m views

The Story of the Suffragette 30m social media 400 people attending the premiere impressions + 10m reach of documentary (#Womanchester) Digital Development

In 2017/18 Marketing distribution and campaign Manchester used the digital effectiveness. destination strategy and digital destination platform The education focused developed in the previous element of the destination year to further promote website portfolio, Greater Manchester as a studyinmanchester.com, place to visit, invest, meet was launched with the aim and study. to bring together the best features of higher education The strategic areas of in Greater Manchester work for the year revolved to attract national and around visibility and reach international students. with supporting initiatives focusing on search engine optimisation, content

visitmanchester.com studyinmanchester.com 225 2.7m 26m countries that visited website visits social media reach the website 15% investinmanchester.com meetinmanchester.com 300,000 46,000 increase in twitter followers Instagram followers international traffic (vs 2016/17) 90,000 1,000 18 Facebook likes new pages published digital campaigns Manchester in the Media

In 2017/18 Marketing London Weekend with 30 Manchester worked with influencers; and hosted an over 550 national and event with Virgin Atlantic for international journalists, US routes to Manchester. broadcasters and influencers to generate Coverage highlights include; coverage of Greater The New York Times, The Manchester as a Hindu, Conde Nast Traveller, destination to visit, The Boston Globe and the invest, meet and study. San Francisco Chronicle.

Nearly 300 journalists Two mass influencer projects were hosted on press visits were delivered to bring a to Greater Manchester, total of 148 influencers from showcasing the best of the the US and five European city region, and meetings countries during the Worker were held with a further 290 Bee Weekender, and follow- at various events throughout on #MCRxLDN weekend the year. with London & Partners.

Internationally the focus was on attracting journalists from the key markets of; the USA, China, the Gulf States (GCC) Coverage highlights and India; where new routes to Manchester Airport have been secured.

To support campaigns, Marketing Manchester met with key media at the VEMEX 2017 conferences in Los Angeles and New £93,000 360m in-kind support from York; attended the Love 291 reach across journalists hosted Greater Manchester’s Visit, Meet and Invest tourism industry Performance Highlights 2017/18

Domestic Campaigns Business Tourism Digital

£40m 2.7m return on investment on domestic promotional campaigns 29 visitors conferences won 1,800 £32.8m 30.5m pages published annually additional visitor spend consumers reached 16,000 delegates predicted VISITMANCHESTER.COM International Campaigns to attend CHINA USA GCC £26.7m Social Media economic impact £325k £500k £1m of association 300k 90k campaign campaign 2 year Experience conferences won Twitter Facebook 55m reach 69m reach England campaign followers likes

Manchester in the Media Sector 291 360m 1,422 journalists hosted opportunities to see pieces of coverage

Travel Trade MIPIM 1,508 3,778 £263.9m B2B engagements jobs created economic impact (GVA) 107 67k partners visits to 1,319 manchesteratmipim.com meetings with travel trade to promote  Manchester 58,502 3,498 6.9m 127 4.3m visitors to website LinkedIn followers media reach press articles Twitter impressions

Ý 44% Tourism Figures Partnerships

5 Prestige members

11m 107.5m 344 Radisson Blu Edwardian - Free Trade Hall, tourism members The Midland, Manchester City Football Club, staying visitors day visitors Virgin Trains, TfGM ‘STEAM 2016’ ‘STEAM 2016’ Corporate Partners

As the Gateway to the North of England and beyond we work with 1.38m Destination Management Organisations across the country. international visits

‘International Passenger Survey 2016’

80% 23,950 80% Working in partnership with VisitBritain. annual hotel  hotel rooms across annual hotel  occupancy  Greater Manchester, occupancy  £1m £1.2m £250k for city centre for GM bid funding secured bid funding secured - recovery funding to raise +5%Ý for Manchester as an Experience England, the profile of Greater Source STR on previous year Source STR International Gateway – Partnership with London Manchester following Bookable Product. and Partners and The West the Manchester Midlands Growth Company. Arena attack.

£8.1bn 94k economic impact of tourism to GM full time jobs supported  GREAT funding to support life sciences / travel trade ‘STEAM 2016’ ‘STEAM 2016’ £20k roadshow in San Francisco & Boston, Sep 2017.

Ý 44%