Agenda

REGISTER here to receive updates on the developing agenda for 2019

  • 08:30

    Registration

  • 09:00

    Welcome

  • 09:05
  • 09:20

    Brand Britain on the world stage

    • How are perceptions of the UK created and how are they changing?
    • Understanding how decision-making processes work for international investors and the global tourism market
    • How can the brand architecture of Great Britain, our nations, our cities, our regions, and places work best for all stakeholders?
  • 09:45

    Collaboration or competition: when and how should cities and places across the UK work together to attract international attention?

    • Concrete examples illustrating how cities are working together to reap shared rewards
    • Taking into account the unique trade, investment and export role of cities, is there a case for competition?
  • 10:30

    Refreshments or GREAT Clinic

    • During refreshment and lunch breaks, meet members of the VisitBritain team to discuss ways to collaborate on content for VisitBritain’s domestic marketing campaign
    • Learn more about VisitBritain’s key domestic audiences and identify opportunities to work together on specific branded content across owned, earned and paid media channels to encourage the UK market to take more holidays at home across the cities, nations and regions of Great Britain 
  • 11:10

    Harnessing the power of a unified, umbrella brand strategy for your nation, region, city or place

    • Fostering stakeholder collaboration to create a unified vision for the development of your place’s tourism and economic development
    • Understanding the challenges created by collaboration and identifying the opportunities
  • 11:55

    Breakout

    Please choose a breakout which you believe will benefit you the most 

    • The opportunity for British tourism

      • The latest insights on British tourism and the brand health of the country
      • An overview of the Britain brand story, including perceptions of Britain from overseas visitors and which audiences represent the best opportunity for Britain
      • An overview of how towns, cities and regions can work with Visit Britain 
    • Place branding - from theory to practice

      • How do you go about analysing your assets and creating a strategic vision for your place?
      • And once you have your vision, what tools and skills do you need to implement it?
      • Learn from the case study of Belfast City Council's new strategic vision
    • Engaging the private sector in your place brand strategy

      • Putting strategic place promotion at the heart of the economic development agenda
      • The benefits of engaging business ambassadors
  • 12:30

    Breakout

    Please choose a breakout which you believe will benefit you the most

  • 13:10

    Working lunch: join one to one meetings, networking and your opportunity to visit the GREAT Clinic

    • During refreshment and lunch breaks, meet members of the VisitBritain team to discuss ways to collaborate on content for VisitBritain’s domestic marketing campaign
    • Learn more about VisitBritain’s key domestic audiences and identify opportunities to work together on specific branded content across owned, earned and paid media channels to encourage the UK market to take more holidays at home across the cities, nations and regions of Great Britain 
  • 14:10

    Breakout

    Please choose a breakout which you believe will benefit you the most

  • 14:50

    Breakout

    Please choose a breakout which you believe will benefit you the most

  • 15:30

    Refreshments or GREAT Clinic

    • During refreshment and lunch breaks, meet members of the VisitBritain team to discuss ways to collaborate on content for VisitBritain’s domestic marketing campaign
    • Learn more about VisitBritain’s key domestic audiences and identify opportunities to work together on specific branded content across owned, earned and paid media channels to encourage the UK market to take more holidays at home across the cities, nations and regions of Great Britain 
  • 15:50

    International case study: How Eindhoven turned its fortunes around with a clear vision and cohesive place brand strategy

    • Understanding how Eindhoven has transformed itself in to an international city of design
    • How a stakeholder-led place brand strategy has delivered economic development benefits across the city – attracting tourism, events, talent and investment
  • 16:15

    Understanding and leveraging the potential of culture to engage citizens, attract tourism and drive economic development

    • Learn from the experience of Hull, European City of Culture for 2017 and hear how Waltham Forest, London Borough of Culture for 2019 plans to create benefits from its status
    • How do you ensure a year-long programme delivers longer-term benefits?
    • What lessons are there for other places in terms of levering your cultural assets? 
  • 16:50

    Summing up

  • 17:00

    Closing Drinks