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Agenda

REGISTER here to receive updates on the developing agenda for 2019


  • 08:30

    Registration

  • 09:00

    Welcome

  • 09:05

    Welcome address

    Councillor Ian  Ward
    Councillor Ian Ward
    Leader, Birmingham City Council
  • 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?

    Panel discussion with place representatives

  • 10:30

    Understanding 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
    Brendan  Moffett
    Brendan Moffett
    Chief Executive, Marketing NG, Nottingham
  • 11:00

    Refreshments

    GREAT Clinic

    Running throughout the day: your opportunity to meet with senior representatives of the GREAT Britain campaign, Visit Britain and the Department for International Trade, to ask questions, to propose ideas and to ensure that your place benefits from the support of these core central teams

  • 11:30

    Breakout

    Option of 3 different breakouts OR GREAT Clinic

    • The opportunity for British Tourism

      • How collaboration can help to identify and grow the sector to deliver maximum economic benefit 
      Clare  Mullin
      Clare Mullin
      Marketing Director, 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?
    • Attracting talent and investment: engaging educational partners in your place brand strategy

    • GREAT Clinic

      Running throughout the day: your opportunity to meet with senior representatives of the GREAT Britain campaign, Visit Britain and the Department for International Trade, to ask questions, to propose ideas and to ensure that your place benefits from the support of these core central teams

  • 12:00

    Breakout

    Option of 3 different breakouts OR GREAT Clinic

    • The opportunity for British Tourism

      Join round-table discussions with your peers to focus on the opportunities that should be prioritised.  This session is designed to create actionable ideas.

    • Driving investment to the UK with digital and smart marketing

      Ian Bowen Morris
      Ian Bowen Morris
      Head of Investment Marketing, Department of International Trade
    • Engaging your citizens in your place brand vision

      • Why it’s important that your citizens feel involved from the start
      • Strategies and tactics for researching and communicating with citizen stakeholders in place branding strategy, and specific place branding projects
    • GREAT Clinic

      Running throughout the day: your opportunity to meet with senior representatives of the GREAT Britain campaign, Visit Britain and the Department for International Trade, to ask questions, to propose ideas and to ensure that your place benefits from the support of these core central teams

  • 12:45

    Lunch - Meetings/GREAT Clinics

    GREAT Clinic

  • 14:00

    Breakout

    Option of 3 different breakouts OR GREAT Clinic:

  • 14:45

    Breakout

    Option of 3 different breakouts OR GREAT Clinic:

    • Shaping a world-class innovation district

      • The importance of leadership and governance.
      • Evidence led strategic development.
      • Creating that right eco-system to foster innovation.
      • Putting culture at the heart of place.
    • Evolving your place’s proposition

      • Case study: developing Bristol as an urban food destination
    • Implementing place brand strategy at neighbourhood level: the opportunity for BID teams

       

      Elizabeth Faulkener
      Elizabeth Faulkener
      BID Manager, Altrincham
    • GREAT Clinic

      Running throughout the day: your opportunity to meet with senior representatives of the GREAT Britain campaign, Visit Britain and the Department for International Trade, to ask questions, to propose ideas and to ensure that your place benefits from the support of these core central teams

  • 15:15

    Refreshments

    GREAT Clinic

    Running throughout the day: your opportunity to meet with senior representatives of the GREAT Britain campaign, Visit Britain and the Department for International Trade, to ask questions, to propose ideas and to ensure that your place benefits from the support of these core central teams

  • 15:45

    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? 
  • 17:00

    Key Takeaways

  • 17:15

    Closing Drinks