09
Nov
Panel: Evolving place management and marketing structures to build an effective place brand strategy
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Panel discussion focusing on how destination marketing organisations, business improvement districts, and economic development teams are evolving their funding, structure, and purpose – and the way they collaborate together – to be more effective
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Mandy White is Altrincham’s BID Manager, taking over the role in June 2021 after a successful 2nd term ballot.
Mandy has been responsible for developing new funding streams including sponsorship, grants and extending the membership. During her tenure VisitAltrincham.com has been launched, further positioning the town as a visitor destination, and attracting an audience for further afield. In June 2022 the team delivered the hugely successful ‘Trooping the Corgis’, which has been heralded as ‘a community art project showcasing the very best in partnership working’. Mandy leads on Altrincham’s Town Management Group which works to support physical improvements in the town and to ensure service standards are maintained.
Mandy has extensive experience in place marketing, venue, and event management.
Louisa Shaw is the Place Brand Manager at We Are Staffordshire, a new approach to promoting and marketing the county, funded by Staffordshire County Council.
Louisa is working with Staffordshire’s Place Board of business leaders and partners to develop and promote a vibrant new place brand and narrative for Staffordshire, maximising opportunities to promote inward investment, support visitor economy, and generate economic growth across the county.
With over a decade's experience in destination marketing, Louisa has led complex marketing and community engagement programmes for major infrastructure and regeneration developments in the Midlands and wider UK.
With 25 years of practical experience in the tourism industry (from attractions, and academic research to private sector tourism consultancy and senior roles for destination organisations) Lucy joined Visit Wales as Head of Marketing in November 2018 after running her own company.
Having delivered projects embracing all aspects of integrated marketing, Lucy’s remit at Visit Wales includes B2B as well as B2C activity, delivered alongside product development and comprehensive industry engagement foundation work.
Visit Wales activity is undertaken under the umbrella of the Cymru Wales country brand and Visit Wales 5-year plan, at the heart of which is “Growing tourism for the good of Wales”. Stakeholder engagement activity aims to ensure that from the smallest business to the largest organisation, there is an opportunity to be part of the Cymru Wales approach.