Running the rule over business tourism
There are few better locations for the launch of a marketing campaign than the National Museum of Scotland. The sheer majesty of the main hall adds a few bonus points and certainly helps to attract an audience.
Of course, this is Edinburgh, mired in heritage and bonny buildings and all that, and any campaign manager is spoilt for a choice of venue.
Amanda Ferguson, newly-hired by Convention Edinburgh to head up the city’s drive for business tourism, knows it can give the city a head start, but she also believes there are dangers in having such an overflowing goodie bag of settings.
“There is a bit of a complacency that Edinburgh and its attractions sells itself, and that it doesn’t need much help,” she says.
On top of that there is a widely-held recognition that ongoing uncertainty over Brexit and a potential second Scottish independence referendum are a potential threat to growth. Furthermore, there is an increasing challenge from other cities with their own plans to make their mark.
“Edinburgh has no problem attracting leisure tourists and it can be difficult to justify spending even more money on promotion,” says Ferguson.
“But business tourism is a hugely competitive market and there are cities which are better funded and making a louder noise than us.”
It seems hard to believe, but the city has never had a coordinated approach to promoting itself as a top destination for conferences and other business-related events. Until now.
Six organisations – Convention Edinburgh, Edinburgh Hotel Association, Edinburgh Airport, Edinburgh International Conference Centre, Royal College of Surgeons and Edinburgh Tourism Action Group – have come together for an initial 12 month campaign with the aim of boosting out of season income from the business market.
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‘The business market is an all-year-round activity’
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“Tourism is obviously huge for Edinburgh, but there are times of the year when visitor numbers tail off,” says Ferguson. “The business market is an all-year-round activity which can fill those gaps.”
Glasgow is among those pushing its case and making headway. Edinburgh holds a larger number of international events, second only to London, but Glasgow has a larger conference capacity than the Scottish capital, so has bigger delegate numbers.
Convention Edinburgh and its partners secured 117 meetings for the city last year, generating £74 million for the local economy. The new campaign Make It Edinburgh, backed by £40,000 of partner money matched by an equal sum from VisitScotland’s growth fund, aims to build on these foundations, boosting annual earnings from business visitors and bringing more jobs to the city.
It means working more closely with other agencies, notably Scottish Enterprise in order to make the most of the investment potential that is a natural spin-off from having thousands of decision makers in town for two or three days at a time.
Ferguson, a competitive runner in her free time, says that capitalising on these opportunities is a key plank of the strategy. Events and conferences across growth sectors such as food and drink, technology, and life sciences bring with them some vital sources of new money.
“There are cities where the business tourism and economic investment people work together and we have to ensure we’re doing the same, making the most of the opportunities when we bring key people to the city,” she says.
It also means galvanising a newly-recruited team of “ambassadors” who can convince conference organisers of the benefits that Edinburgh offers.
“Yes, we can provide the pipers and take delegates to venues like the castle. We want them to have a memorable visit, but they are not here sightseeing, this is about showcasing the city as a hotspot for building a serious business,” says Ferguson.
“We are competing with Dublin and Copenhagen and Vienna and emerging cities in eastern Europe.”
A native of Northern Ireland, Ferguson came to study in Edinburgh 20 years ago and stayed. Via a Scottish Enterprise graduate employment scheme she was despatched to Glenrothes to work for a manufacturing company.
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‘The campaign gives us a powerful collective voice‘
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“I was selling boring tools,” she says with a mischievous smirk, explaining that this was not a derogatory comment on the firm’s equipment. “It was an engineering business. They were selling into Germany and I speak fluent German.”
She stayed for two years, gaining an insight into a world of work that, she says, represents the “other side of the economy” which is not about swanky wine-fuelled receptions.
“This was a disciplined environment with regulations and health and safety issues. It taught me a lot.”
From there she got her first taste of marketing at the EICC, then moved to Edinburgh university promoting language courses. Before arriving at Convention Edinburgh, part of Marketing Edinburgh, she spent 10 years at VisitScotland heading up the UK and European team for business events.
Speaking to those who gathered for the museum launch of Make It Edinburgh, she admitted that it has been described as “her” campaign, “though it was more or less in place when I arrived.”
She has a new team of five to help develop the strategy and is keen to get on with the job.
“Edinburgh has been criticised in the past for not being as ‘joined up’ as other competitor cities, but this campaign will prove otherwise,” she says.
“Never before has the city undertaken a marketing campaign on this scale. The campaign gives us a powerful collective voice that will help us develop our business tourism offering.”
PERSONAL CHECKLIST
Birthplace: Belfast
Age: 43
Education: Heriot Watt University (International business and languages)
Career Highlights: engineering sales in Glenrothes; marketing at EICC; promoting language courses at Edinburgh University; heading a business events team at VisitScotland; head of business tourism, Convention Edinburgh
Other talents?
I speak fluent German and French
What annoys you?
A lack of attention to detail
Outside work interests?
I am a runner. I’ve run five and trained for a lot more. I also do hill running.
If you could hold a meeting or lunch with three people from the past or present who would they be?
Maya Angelou, an author and civil rights campaigner in the US. I was inspired by her and the dignity and grace show showed in her campaigns.
Alexander McCall Smith, who I think is fascinating as a writer and a musician.
Mo Farah, of course, as one of the great runners. Hopefully he would pass on a few tips.
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