' Leicester now possesses a unique HSBC research stated - PDF document

25/08/16 C ontents L eicester City Football Club • The Opportunity • Objectives S eason Legacy 2015/16 • The Approach • Activity Delivered H eritage, Culture, Leisure and Sport Scrutiny C ommission • Future Activity M onday 15'x' August M ike Dalzell, Lead Director S arah Harrison, City Centre Director T he Opportunity • The discovery, identification and reinternment of the m ortal remains of King Richard III • Hosting Rugby Worid Cup 2015 • The'David and Goliath' story of LCFC's meteoric rise t o glory has won a place in everyone's hearts • Premier League 2016/17 season • LCFC in UEFA Champions' League —fans from Europe w ill visit Leicester &the city will be'on tour' across t he continent . ,c.r~r e m~..+m.,~~.~~..au~a .w.~~„~m, w.ev~n~~m.~a~wm,~.~..~a K ing Claudio, miracles: City around the world s ~ ' •• ~ r ~a ; ~~ i t -~ • ~ •. ~ •~• ~ ~ • ~ - ~ ~ ~ ~ D • ~ s . ~ ~ r ~~-~-'`~'`; ~ ' ~~ e-~ 0 ~ a • • ~ ~~ v_db 1

25/08/16 V ictory Parade Bangl<ol< 1 million people took to the streets on 19'h May 2016 7 7~af wua ~mrcuf! imillim~+ people took the s ~reele of a7huifand fu n~ppurt the oven t op bur tour.Incredi6lescd p ic.twi tt er.mm//jSrReyiY.Fn — Liam Jlu J i9, dloore (~liammoure9~) A lignment of Leicester Success Leicester is now a Global Brand • Mark Selby crowned World Snooker Champion for the B oost in Leicester's profile is academically s econd time q uantifiable • Riders national basketball champions • Tigers came close to the pinnacle of domestic and E uropean Rugby Union again ' Leicester now possesses a unique • HSBC research stated Leicester is one of the most p romotional springboard that is the envy of a ff ordable places nationally for first -year students t he world". • UK Growth Dashboard in June 2015 -Leicester having the f astest business growth outside rate of London " Leicester is now recognised as a global • Ranked 3rd in Property Week's Hot 100 UK retail locations b rand". • Association of Accounting Technicians ranks Leicester the I nes Hassen, PhD iesear[her, Cen[re a/ Urbon History, University o(Leicester 3 'd best city in the UK to start a business. 2 016/17 Economic Impact of LCFC E ast Midland's Chamber of Commerce Research Study • Goeuro's Football Price Index shows economic impact of L CFC in Premier League to be £17m to the city • Champions' League an additional £Sm • Scooping the title is worth an estimated £150m to LCFC in t erms of prize money, Champions League cash and increased r evenue from tickets &hospitality • Intangible benefits —enhanced media profile, morale, city p ride could boost tourism, inward investment &productivity 2

25/08/16 O b j e c t i v e s • Keep u p the m o m e n t u m f r o m t h e u n r i v a l l e d l e v e l of i n t e r n a t i o n a l a t t e n t i o n • A l i g n comms with emerging place marketing action plan • Speak to many a u d i e n c e s u r i s m — T o — Trade a n d i n w a r d investment e — Arts a n d c u l t u r — Retail — Academia • D i s p e l t h e b e l i e f t h a t o u r history o n l y b e g a n w i t h t h e d iscovery o f KRIII in 2012 by p r o m o t i n g 2000 S t o r y of L eicester Celebrate a c i t y o f great cultural d i v e r s i t y • P u s h H a r d T he A p p r o a c h m o t i o n s Ltd L e a d : L e i c e s t e r Shire P r o to keep media i n t e r e s t l e v e l s high • Push Hard - Be proactive • Single V o i c e - P l a c e m a r k e t i n g a c t i o n plan Media Resource • • City i d e n t i t y content — Create and host an o n l i n e p o r t a l a n d o n g o i n g • Core messages m anagement t h r o u g h W e b -in -a -Box microsite • Development o f V i s i t L e i c e s t e r website • Online toolkit • S t a k e h o l d e r engagement with t h e plan • Journalists' r e g i s t e r • Legible Leicester • G a t e w a y w o u l d s i g n j o u r n a l i s t s t o a r e a of i n t e r e s t Welcome • Leicester Leicester N a r r a t i v e • Developing the • L o u d and Proud — Syndicated f e a t u r e s —targeted placement of m i n i m u m u r c e s to h e l p l o c a l p e o p l e express • Civic P r i d e —tools & r e s o c o m m i s s i o n e d stories 1 0 x pride t h e i r • Key overseas m a r k e t s • Leicester M e r c u r y specialcoverage • Niche publications Leicester Business F e s t i v a l • n g l e Voice S i P u s h Hard L ead: L e i c e s t e r City Council L e a d : Leicester Shire Promotions L t d Place Marketing — a l r e a d y under d e v e l o p m e n t • o n o f f i c e s • Relationship building w i t h T o u r i s t I n f o r m a t i — Identity n European c i t i e s t h r o u g h V i s i t B r i t a i n i — Core m e s s a g e s Audiences — Key t o promote Leicester as • Media c a m p a i g n i n T h a i l a n d — Digital Channels a tourism d e s t i n a t i o n — Legible Leicester — Endorsements f r o m key s t a k e h o l d e r s / c e l e b r i t i e s accounted f o r within existing • All LPL a c t i v i t y i s for the city • Common h a s h t a g u i r e d b udgets — n o additional funding r e q — E.g. #WeAreLeicester 3

25/08/16 Digital C h a n n e l s K ey T a r g e t A u d i e n c e s . . F ~_, , . . . _ . ...... . _ . _ _ . . n w - ~ 4 ~ ; ~ ~ .; ...... . . . ; ' "~`~ ~ ~ ~ O m C i I > ' r • _ ~ ' o u ~ j ~ ~ ~ ` = - j ~ ' _....,.... . r . " _ ' ' _ ' ~ . . , , n . ~ , N . . , . , F , ~ . . . _ . ? . G S A . . . . . . . B Visitors & B u s i n e s s u s i n e s s e s & R e s i d e n t s & Tourists I n v e s t o r s W o r k f o r c e ■ , ` ~ ~ ' V isit L e i c e s t e r Website T i m e l i n e ~ / ' ~ ~ WlreTrime~ T ~ l r i k i l ' ~ U ~ ~ f o p m e n t ~ G live d eslg~u f u r c t l a u l i r y b u i l d • &and • N ~ I s t e d b w l d • P r o d u c t d a t a a ppll<auar d e v e l o p m e n t o n f i r m ~ H a i . R o d u ~ l d a t a . P e a d u l d a t a .Usee t e s W g y miry t M 1 n i n 6 f i d n 6 . & ' 6 • Image a n d •(m[mt t o p Y < a n m t m ~ ~ u 6 e m m t G thuly S i n g l e V o i c e L eicester Welcome L ead: Leicester C i t y C o u n c i l • Unify and link a c t i v i t y • G r e e t e r s a t the r a i l w a y s t a t i o n • Signage a t t h e r a i l w a y s t a t i o n & C l o c k Tower — S o c i a l m e d i a • F o r e i g n l a n g u a g e g r e e t i n g training f o r b u s i n e s s e s i n the c i t y — E n g a g e m e n t b y stakeholders i n m a i n city f e s t i v a l s c entre • E.g. H i g h c r o s s —Caribbean Carnival • Social m e d i a targeted campaigns • Diwali celebrations i n c i t y c e n t r e — M e s s a g e s v i s i t i n g t o t e a m s v i a Facebook a n d T w i t t e r • Christmas c e l e b r a t i o n s • V i s i t L e i c e s t e r Information C e n t r e — Light the Night — C u l t u r a l Q u a r t e r • W i n d o w d i s p l a y s — H i g h c r o s s • S t a f f t r a i n i n g — Leicester M a r k e t • Information, guides, e t c . — R e s t a u r a n t a n d b a r promotion • M a t c h h a s h t a g s t o b e used b y a l l partners 0