European Cities Marketing Autumn Meeting 4th to 6th October 2010 ,

“City Marketing - refreshing the parts - that City Tourist Offices & Convention Bureaux cannot reach” Dear Colleague,

Uppsala is the historical and religious centre of give you an opportunity to take in , one of Sweden, its ancient cathedral and university contrast- Europe’s most beautiful cities, or visit the delightful ing with the modernity of its conference and hotel medieval town of Sigtuna – the country’s oldest town facilities and its vibrant nightlife. Uppsala combines with its cobbled streets, squares and churches. the bustle and facilities of city life with the tranquil and reflective pleasures of its charming environment. Take advantage of a great opportunity to bring along your spouse, children and friends. The accompanying The seminar “City marketing – refreshing the parts persons programme includes an informative and that city tourist offices and convention bureaux cannot entertaining guided tour of Old Uppsala on Monday, reach” hold out great promise. Its focus is on how as well as an equally interesting and stimulating ECM members – whether tourist office or convention Uppsala City Tour on the following Tuesday bureau - can derive benefit from ‘umbrella’ market- ing activities designed to promote the place as a fine Join us in Uppsala and enjoy a great seminar and a place in which to live, work, study and invest and as truly distinctive location! a first choice tourist destination. Typically such activi- ties are being spearheaded by agencies other than the city tourist office and convention bureau, posing important relationships and co-ordination issues. The seminar taps different perspectives – that of the aca- demic and consultant, that of the city marketing agen- cies themselves, and last but not least that of our own members as important end-users and beneficiaries of city marketing campaigns and brands. Best practice will be highlighted from Sweden, Denmark, Holland, France, and other European cities. The former City Marketing Director of Brussels International, André Vrydagh, will be acting as Seminar Chairperson. Charlotte Ullberg Dieter Hardt-Stremayr Market Director MIC Managing Director, Graz Tourismus The autumn meeting has a novel time frame in that Uppsala Tourism President, European Cities Marketing it runs from Sunday until Wednesday, beginning on October 3rd with a superb social programme put together by the Team at Uppsala Tourism. The tours Why Uppsala

The city of Uppsala, Sweden’s fourth largest municipal- ity, lies in the heart of Sweden, 45 minutes from Stock- holm and 20 minutes from Arlanda International Airport. Perhaps best known for its main university, with origins going back to the 15th century, the city also offers visitors beautiful surroundings, a lively cultural scene and a rapidly expanding business sector. Uppsala is located 70 km north of Stockholm in the province of Uppland. The city’s resi- dent population is 195,000.

Uppsala has all the bustle and excitement of a big city plus the advantages of a smaller one. Hotels, conference centers, restaurants, shopping malls and city attractions all lie within walking distance from each other. Hotels and conference centers are priced lower than in many other Swedish cities. Uppsala has a centuries-old tradi- tion of broad-scale knowledge in the fields of science and research, which makes it an ideal place for study visits and knowledge exchanges. The business community here is active and future-oriented and works closely with the city’s two universities.

The Venue

The ECM meeting will be held in the state of the art congress venue : Uppsala Konsert & Kongress

In the fall of 2007, Uppsala opened its new Concert & Congress Hall, located in the center of town. The imposing building stands 8 floors high and is 37 m tall (121 ft). The building, designed to be a first-class establishment, will also offer a spectacular view of the city and is no doubt destined to become a landmark, along with the cathedral and castle in Uppsala.

Uppsala Koncert & Kongress (UKK) is a multi-functional meeting place with a design and acoustics of world class. The building is eight storeys high and 14,600 sq.m. large, making it an ideal forum for all kinds of concerts, conventions and meetings, however big or small. Of the 13 conference rooms, the largest has capacity for 1,140 people. The restaurant can serve hot meals to up to 960 guests.

Foto: Bo Gyllander

Preliminary Pr o g r a m m e Tuesday 5th OCTOBER SUNDAY 3RD OCTOBER 12.45 - 14.15 Lunch 08.00 - 08.45 Breakfast with the President at Park Inn Pre-conference tour This breakfast is open to all potential members and How three other City Marketing Organisations are re- freshing the parts that CTOs and CVBs cannot reach - Please refer to the social programme details page 6 new members attending an ECM meeting for the first time. Lyon, Stockholm and Berlin MONDAY 4TH OCTOBER c i t y m a r k e t i n g - r e f r e s h i n g t h e p a r t s t h a t c i t y t o u r i s t 14.15 - 14.45 How the «Only Lyon» city marketing o f f i c e s a n d c o n v e n t i o n b u r e a u x c a n n o t r e a c h initiative works for the Lyon Tourist 08.30 - 12.30 Knowledge Group Research & Statistics Office and Convention Bureau Chaired by Olivier Ponti (Amsterdam) François Gaillard, CEO, and Olivier Occelli, Group members only* Pr e l i m i n a ry Se m i n a r Pr o g r a m m e Marketing Director, Lyon Tourist Office and Convention Bureau 10.30 - 12.30 Meetings Committee 09.00 - 09.15 Welcome & opening Committee members only* Dieter Hardt-Stremayr, President, European Cities 14.45 - 15.15 How the «Stockholm : Capital of Marketing Scandinavia» city marketing initiative 12.30 - 14.00 Lunch (at own expense) price : SEK 159 works for the Stockholm Visitors

09.15 - 09.30 The host city and its marketing organi- Board 12.30 - 13.30 Communications Committee Lunch sation - from tourism marketing to Monica Ewart, Director of Communications, Group members only destination marketing Stockholm Business Region Charlotte Ullberg, Market Director MIC, Uppsala 13.30 - 15.00 Knowledge Group Editorial Board Tourism 15.15 - 15.45 The Berlin Partner organisation and Chaired by Katrin Heintschel (Vienna) the «be Berlin» city marketing Group members only* INTRODUCTION campaign- why our activities are good for tourism 13.30 - 16.00 Knowledge Group City Cards 09.30 - 09.40 Seminar Overview by Seminar chairman Joachim Grupp, Capital City Marketing Manager, Chaired by Wendy Sieger (Amsterdam) Dr. André Vrydagh, City Branding and Marketing Berlin Partner Group members only* Consultant and former Director of Brussels City

Marketing at BITC 15:45 - 16.15 Coffee Break 14.00 - 15.00 Knowledge Group Tourist Information Centre (TIC) PAN-EUROPEAN PERSPECTIVES Reflections, Observations and Conclusions Chaired by Eduard Oud (Amsterdam) Group members only* 09.40 - 10.00 City marketing - the concept, its 16.15 - 16.30 Questions from the floor

application in Europe, organisation and 14.00 - 15.00 Knowledge Group Events and Culture its value 16.30 - 16.45 Summing up by Seminar Chairperson in European Cities (EC in EC) Dr. John Heeley, Director, Best Destination Marketing, Group members only* CEO European Cities Marketing 16.45 - 17.00 Invitation to attend ECM Spring meeting in Sofia 15.00 - 16.00 Knowledge Group Online Marketing & 10.00 - 10.30 From place selling to place marketing Sales Elin Breglund, PhD student, Royal Institute of 18:45 Gathering in the lobby of Park Inn Chaired by Ossian Stiernstand (Göteborg) Technology, Stockholm 19.00 Dinner at Norrlands Nation Group members only*

10.30 - 11.00 Coffee Break 16.00 - 16.30 Coffee Break

How a National Tourist Organisation is refreshing the 16.30 - 18.00 Coordination Group parts that CTOs and CVBs cannot reach Chaired by Stefan Diender and Olivier Lépine 11.00 - 11.30 Three cities - one core message Knowledge group chairs only* Yvla Bjornberg, Brand Manager, Visit Sweden

19:00 Welcome reception at Uppsala Konsert & How two City Marketing Organisations are refreshing Kongress the parts that CTOs and NTOs cannot reach - Amster- open for all delegates dam and Copenhagen

*Group/ Committee members only - Please find all Committee and 11.30 - 12.00 City marketing Amsterdam style Knowledge Group members on www.europeancitiesmarketing.com Charles van Renesse, Managing Director, Amsterdam Partners

12.00 - 12.30 «cOPENhagen - open for you» - How Copenhagen works with its branding, and the challenges and the opportuni- ties. Ole Anderson, Senior Director, Sales and Marketing Wonderful Copenhagen

12.30 - 12.45 Questions from the floor

Wednesday 6th october 12.45 - 14.15 Lunch 08.30 - 12.30 Board meeting Board members only* How three other City Marketing Organisations are re- freshing the parts that CTOs and CVBs cannot reach - 09.00 - 10.30 Knowledge Group Tourist Information Lyon, Stockholm and Berlin Centre (TIC) «Online chat with customers» 14.15 - 14.45 How the «Only Lyon» city marketing Open session for all delegates initiative works for the Lyon Tourist Office and Convention Bureau 09.30 - 10.30 Knowledge Group Online Marketing & François Gaillard, CEO, and Olivier Occelli, Sales Marketing Director, Lyon Tourist Office and Open session for all delegates Convention Bureau 10.30 - 11.00 Coffee Break 14.45 - 15.15 How the «Stockholm : Capital of Scandinavia» city marketing initiative 11.00 - 12.00 Visit of the Uppsala TIC works for the Stockholm Visitors Board 11.00 - 12.30 Knowledge Group City Cards Monica Ewart, Director of Communications, presented by Wendy Sieger - Kintzen Stockholm Business Region chairperson business unit manager 15.15 - 15.45 The Berlin Partner organisation and Amsterdam Tourist Office the «be Berlin» city marketing «How to develop a city card, a step-by- campaign- why our activities are good for tourism step decision guide to develop a city card» Erwin van de Wiele, Managing Director, Joachim Grupp, Capital City Marketing Manager, Ghent Tourist Office Berlin Partner

«Website optimalisation for City Cards 15:45 - 16.15 Coffee Break Findings and recommendations» Rilana Diop, student at Amsterdam University Reflections, Observations and Conclusions who graduated on her thesis on Online Sales 16.15 - 16.30 Questions from the floor for European City Cards.

«The Vasa museum and Stockholm 16.30 - 16.45 Summing up by Seminar Chairperson Visitors Board – a fruitful relationship - 16.45 - 17.00 Invitation to attend ECM Spring meeting How an attraction and a CTO work in Sofia together on destination marketing” Mathias Andersson, Marketing Manager, 18:45 Gathering in the lobby of Park Inn Vasa Museum 19.00 Dinner at Norrlands Nation Open session for all delegates

12.30 - 14.00 Lunch

12.30 - 14.00 Meetings Committee Lunch

14.00 - 15.00 Developing an iPhone-App for your City - The Dublin Experience. Ciara Sugrue, Head of Marketing and Development, and Paul Hennessy, Dublin Tourism

15.00 - 16.00 European City Tourism Online Media Monitor - A City’s Online Media Representation Case Study Clemens Költringer, Researcher and lecturer, Modul University Vienna

Open session for all delegates

16.00 - 16.30 Coffee Break

18.45 Gathering in the lobby of Park Inn 19.00 Dinner (at own expense) at Jay Fu’s restaurant Price: SEK 800/ person please note conversion rate : SEK 10 = € 1 Villa Anna’s award-winning chefs serve classic dishes Sunday, October 3 with constantly innovative touches. Food for the bon viveur, always offering traditional Swedish cuisine SOCIAL PROGRAMME and a culinary experience. In all their cooking, they favour local produce, and preferably organic. The wine Welcome to Sigtuna - Sweden’s first list includes both classic wines and exciting new ones. http://villaanna.se/therestaurant/ capital and Skokloster Castle price : SEK 900/person sponsored by Sigtuna Tourism (please note that lunch is at own expense)

11.00 gathering outside Uppsala Konsert & Kongress at Vaksala Torg

11.30 pick up at the airport for delegates who will fly to Arlanda airport on Sunday morning (you will have the possibility to leave your luggage in the bus).

12.00-13.00 Guided tour in Sigtuna town Skokloster Castle Sigtuna is a little town with a big heart and a unique Sightseeing in Stockholm including a history. Explore quaint buildings, boutiques, cafés and restaurants situated between High Street (Stora Gatan) visit to the city’s brand new TIC and the shores of Lake Mälaren. Historical buildings, sponsored by Stockholm Visitors Board plenty of rune stones and church ruins attract visitors from all over the world. Located between Stockholm Stockholm Visitors Board is pleased to present two and Uppsala and home municipality of Arlanda Air- guided tours in the city (free of charge for ECM port, Sigtuna is fourth largest in overnight accommo- delegates and accompanying persons). Both tours dations. will start with a welcome presentation of the new Dedicated to sustainable tourism, Sigtuna-Arlanda Stockholm Tourist Center at Vasagatan 14 opening is the first “Climate Neutral” destination in Sweden. on the 1st of September 2010. Eighty percent of the hotel and conference facilities are working together to achieve net CO2 emissions Please choose from one of the tours below. If you of zero. have more time in the city and want to discover on your own, Stockholm Visitors Board is pleased to offer 13.00-14.20 Lunch (at own expense) at the Sigtuna a complementary Stockholm Card. Foundation (Sigtunastiftelsen) - one of the Sigtuna’s eight local hotel & conference centers. This prestig- 13.00 Gathering at the new Stockholm Tourist Center ious building, built in 1917, has guided many visiting at Vasagatan 14 (by the Central Station) authors to their fates, writing themselves into Swe- den’s heart and history. The Sigtuna Foundation is 14.00 Stockholm in Millennium thrillers’ footsteps still home to cultural gatherings and meetings of the (max 30 pax) minds, and within walking distance from Sigtuna’s Author Stieg Larsson’s three Millennium books about high street, Stora Gatan. price per person : SEK 185 journalist Mikael Blomkvist and computer hacker Lis- beth Salander have sold millions of copies and are 14.20 Departure for Skokloster Castle on best-seller lists in Europe and the US. The main characters in the books live and work on the island 15.00-16.00 Guided tour at Skokloster Castle. of Södermalm in Stockholm. Follow along in Mikael Skokloster Castle is a fascinating and well-preserved Blomkvist and Lisbeth Salander’s footsteps. See Bell- 17th century baroque style palace, from the time mangatan 1 where Mikael Blomkvist lives and pass when Sweden was a major power in European poli- the Millennium editorial offices, Lisbeth Salander’s tics. The 17th century comes alive in an outstanding luxury apartment, and filming sites. The tour takes display of wealth and beauty, with more than 50 000 1½-2 hours. objects exhibited. Here you find yourself mesmerised OR by the big private library collection, the well preserved textiles and the rich Armoury, among many things. 14.00 Stockholm by bus (max 50 pax) Skokloster Castle is situated by the Lake Mälaren and Marvel at Stockholm’s historic buildings and sites within a 30 minutes drive from Sigtuna. during a 75-minute bus trip. Get to know the capital’s famous sites and buildings and see the magnificent 17.00 Departure back to Uppsala views from Fjällgatan where the view of Stockholm’s islands and waters is truly wonderful. During this tour 19.00 Dinner at own expense at Villa Anna (please you will get to know Stockholm and the city’s history. note that dinner is NOT included in the pre-conven- tion tour fee). 17.00 Shuttle back to Uppsala Complementary Stockholm Card Discover Stockholm at your own pace. With the Stock- holm Card in your hand you can choose from 80 free museums and attractions. Ride a sightseeing boat or ferry, the subway, an SL bus, or a streetcar. Browse excellent museums with art, aristocrats, world heritage, Vikings, the Nobel Prize, technology, and design. Don’t miss the new attraction SkyView - taking you on a breathtaking journey in glass gondolas to the top of the Ericsson Globe, the world’s largest spherical building. For more information on how to get the card, please contact Katy at [email protected]

For delegates arriving on Sunday morning at Arlanda air- port, please take the Arlanda Express Train up to Stockholm Central Station. The new Stockholm Tourist Centre is by the Station. You can leave your luggage at the left-luggaga office within the station. Dinner venues Sunday October 3rd (at own expense)

Villa Anna’s award-winning chefs serve classic dishes with constantly innovative touches. Food for the bon viveur, always offering traditional Swedish cuisine and a culinary experience. In all their cooking, they favour local produce, and preferably organic. The wine list includes both classic wines and exciting new ones. http://villaanna.se/therestaurant/ price: SEK 900 Monday October 4th

Welcome reception at Uppsala Concert and Congress at the skybar on the sixth floor with a magnificent view of the city of Uppsala in all its directions. We will enjoy a buffet selection of swedish food and beverage. http:// www.ukk.se/In-English/FoodandBeverage/ Mira Dance Productions will entertain with their dance installations on the bridges in the entrance and during the dinner articulate the dancing northern lights. Dance and chore- ography: Lisa Karm, Alice Jansson och Karin Thelin. http://www.miradans.se/. Tuesday October 5th

Dinner at Norrlands Nation. Centrally located on the western side of Fyrisån River is “Norrlands Nation,” a type of student club, where Norrland’s Nation Party and Conference is located. Large and newly renovated premises in the 120-year-old building, first opened on October 11, 1889. Here we will enjoy dinner and entertainment of the Afro Choir* http://www.myspace.com/afrochoir and after dinner our great DJ will enhance the emotion and energy on the dance floor. http://www.nnfk.se/nnfk.asp

(*Afro was founded in 1999 by Peter Ekengren and Arvid Nerdal. At the first concert, in the spring of 1999, the choir only included ten singers accompanied by piano and congas. But as the rumour was spread, the choir grew. Today it includes about twenty-five singers and seven musicians, and more singers are standing in line to join. Afro started doing shows outside churches in 2002 and the real break-through came in 2003 during the Kirch- entag in Berlin, Germany. Since then Afro has been touring Germany on several occasions, and has a profound fan-base there.) Wednesday October 6th (at own expense)

Jay Fu’s Restaurant - Crosskitchen USA-Asia with a wild interior design. The restaurant serve the best from East and West; heart meat dishes from the grill that mingle with Asian specialities and taste experiences. The inspira- tion is Kung-Fu master, stunt man and restaurateur Jay Fu. The restaurant is at the top of Saluhallen at St Eriks Torg. Chosen “Restaurant of the year” and “This year´s newcomer” in 2009. http://www.jayfu.se/ price : SEK 800 please note conversion rate : SEK 10 = € 1 Park Inn Hotel Svava

HOTEL ACCOMMODATION best western Hotel svava**** HOTEL

Bangardsg. 24, 751 44 Uppsala, Sweden

park inn uppsala **** Tel: +46 (0) 18-13 00 30 HOTEL Fax: +46 (0) 18-13 22 30 Email: [email protected] Storgatan 30 http://www.hotelsvava.se 753 31 Uppsala, Sweden At 5 minutes walk from the conference venue Upp- Tel: +46 (0) 18-68 11 00 sala Concert and Congress. Fax: +46 (0) 18-68 11 09 Email: [email protected] Rates/night http://www.uppsala.parkinn.se Single standard SEK 1265 Double room SEK 1555 Rates/night Single standard SEK 1410 Room rates include VAT and breakfast Single superior SEK 1620

Room rates include VAT and breakfast

Park Inn is centrally located by the venue (right beside Uppsala Concert and Congress), and the Central Sta- tion.

Hotel Svava

HOTEL KVARNTORGET*** HOTEL AND HOSTEL

Kvarntorget 3, 754 21 Uppsala, Sweden

Tel: +46 (0) 18-24 20 08 Fax: +46 (0) 18-24 04 08 Email: [email protected] http://www.hotellkvarntorget.se Hotel Kvarntorget About 1.5 km away from the congress venue.

Rates/night Single standard SEK 920

Room rates include VAT and breakfast conference fees (please note conversion rate : SEK 10 = € 1) Registration by September 10 After September 10 ECM Members (1st & 2nd delegate) SEK 4000 SEK 4500 ECM Members (3rd delegate & more) SEK 3000 SEK 3500 ECM Members 1 day fee* SEK 2000 Accompanying person ** SEK 2000

Non-members SEK 5000 SEK 5500

Student SEK 2000 Swedish day visitor*** SEK 1000

Lunch at Sigtunastiftelsen (Sunday) SEK 185 Dinner at Villa Anna (Sunday night) SEK 900 Dinner at Jay Fu’s restaurant (Wednesday night) SEK 800

The conference fee includes attendance to the conference, lunches on Tuesday and Wednesday, the Welcome Reception on Monday, dinner on Tuesday and coffee breaks. * 1 day fee includes attendance on 1 day and either the reception on Monday or dinner on Tuesday **Take advantage of a great opportunity to bring along your spouse, children and friends. The accompanying persons programme includes an informative and entertaining guided tour of Old Uppsala on Monday, as well as an equally interesting and stimulating Uppsala City Tour on the following Tuesday (from 6 participants minimum on). Dinners on Monday and Tuesday nights are included in this fee. please contact Katy at katy@europeanci- tiesmarketing.com for detailed information on the accompanying persons’ programme. ***Only on special invitation by Uppsala Tourism; does not include dinners

Registration Please visit www.europeancitiesmarketing.com and complete the online booking form before 10th September 2010. If you have any questions, please contact Katy Schmitt at [email protected].

The deadline for confirmed accommodation bookings is 3rd September 2010. After this date the booking agents will do their best to assist all participants with hotel bookings, however all requests will be confirmed upon availability. Rooms will be allocated on a FIRST COME, FIRST SERVED BASIS. payment & cancellation policies

Conference The conference fee is payable by bank transfer or credit card to Congrex.

Bank Details: Beneficiary: SEB Congrex Sweden AB, 106 40, Stockholm, Swedenº PO BOX 5619, SE 114-86 Stockholm, Sweden SWIFT/BIC CODE : ESSESESS Account number : 526 7102 1690 IBAN number : SE 87 5000 0000 0526 7102 1690

Any cancellation must be sent in writing to [email protected]. In case of cancellation by 20th Sep- tember 2010 we will refund your registration fee. After this date a cancellation fee of 100 € will be charged.

Accommodation Notification of cancellation must be made in writing to the Congress Secretariatecmuppsala.registration@congrex. com. Cancellations will be accepted until 3rd September, except for an administrative fee of SEK 500. After this date no refunds will be given.

please note conversion rate : SEK 10 = € 1 How to get to Uppsala

from Arlanda airport (35 km)

Uppsala Tourism has arranged special train tickets rates with the rail company Upptåget. One way SEK 100 Return tickets : SEK 200. The train ride takes 20 minutes from Arlanda to Uppsala Cen- tral Station. you will be able to buy those tickets when registering online.

The shuttle bus takes 40 minutes from Arlanda to the bus station in Uppsala. Please go to www..se for prices and routes.

Taxi Kurir +46-(0)18-123456. Uppsala-Arlanda Airport, SEK 400 Taxi Uppsala, +46-(0)18-100000. Uppsala-Arlanda Airport, SEK 415

from Central Stockholm

The capital of Sweden is only a stone’s throw from Uppsala. The communications are excellent and you can reach Stockholm within an hour regardless of which means of transportation you choose.

The train ride takes 40 minutes from Stockholm Central Station to Uppsala Central Station. The trains are operated by SJ, www.sj.se

The bus ride takes approx. 1 h from Stockholm City Terminal to the Uppsala bus station. The buses are operated by Swebus Express, www.swebus.se

Taxi Kurir +46-(0)18-123456 • Uppsala - Stockholm, SEK 870 Taxi Uppsala, +46-(0)18-100000 • Uppsala - Stockholm SEK 875

Special agreement with SAS

SAS is offering all ECM delegates a 10% discount on business class tickets, economy extra tickets and economy class tickets* to Stockholm (* except K, L, T, O which are the lowest booking classes/fares in economy class. Those fares will benefit from a 2% discount). For more information, please follow the link from www.europeancitiesmarketing.com, or go to www.wideroe.no/sasdelegates. Participants will need to quote Event code “SE1030“ in order to be eligible for the offer. Useful Information

Currency SEK Swedish Crown

Conversion rate: SEK 10 = € 1

Weather in Uppsala in Autumn: Weather is usually warm and clear, although later, rainy weather comes along with shortening times of daily sunlight . Electricity 200 volts, 50 MHz.

Emergency phone number: Dial 112

Tips and gratuities: Tips and service charges are included in all prices. If you want to show your appre- ciation for good service, leave a small tip (about 5-10 %) in addition. WITH SPECIAL THANKS TO OUR SPONSORS

In cooperation with

For further information please contact: European Cities Marketing 29 D rue de Talant, 21000 Dijon, France Tel. +33 380 56 02 04 Fax +33 380 56 02 05 [email protected] www.europeancitiesmarketing.com