Solveig Matz Marketing Tourism: Concept for Event-Marketing in Edinburgh  

Table of contents

Table of contents ......................................................................................................................... 1

  Executive Summary  2

  Introduction  3

1  Idea and structure of the concept  4

2  Diagnosis: Local information and tourism trends  5

2.1  Local Information  5

2.2  Tourism trends  6

2.2.1  Who visites Edinburgh  7

2.2.2  How can the visitors be characterized  8

2.2.3  When do they visit Edinburgh  9

2.2.4  Why do they visit Edinburgh  9

3  Existing and potential market segments (Segmentation Targeting)  11

4  Positioning  12

4.1  The impact of customer insights on the positioning  12

4.2  The impact of local information and trends on the positioning  12

4.3  Final positioning  13

5  SWOT Analysis  14

6  Marketing objectives  15

7  Measures and marketing mix  16

  Conclusion  19

  Reference list  20

1  NA  

Solveig Matz, Marketing Tourism: Concept for Event-Marketing in Edinburgh

Executive Summary

Introductorily, tourism markteing and its special impacts and requirements are defined. An overview on idea of the concept introduces the main body of this essay. Then, the local trends, the visitors pattern of demand and the existing/potential market are investigated.

On this basis the idea is veryfied by a strategic positioning within the local competition. A final analysis of the concepts strengths and opportunities, weakness and threats closes the diagnostical part of this essay.

Rusulting from this diagnosis the prognosis is developed. This prognostical part breaks down the further illustrated strategy to concrete objectives and measures.

A critical view on the succes of the developed concept takes up the in the introduction men- tioned special requirements for tourism marketing and its complexity.

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Solveig Matz, Marketing Tourism: Concept for Event-Marketing in Edinburgh

Introduction

The aim of this essay is to marketing a tourist attraction in Edinburgh. The popularity and the beauty of Edinburgh very much helps to develop a benefiting marketing strategy. But beside that, what do one have to take into account developing tourism marketing?

On one side we find similarities between “common product marketing” and tourism market- ing. Both need to put the customer/visitor at the heart of the corporation and provide a cus- tomized service (Kotler, P.; Bowen, J. T.; Markens, J. C., 2005, p.:10). On the other side, the highly visibly difference between them is the nature of the product. While the normal product is tangible, the city which should be promoted is much more complex. The flair of a city con- sists of much more then its tangible things like its attractions, buildings, gastronomity etc. Furthermore its intangible things as such as its people, atmosphere, its culture, service and hospitality (Kolb, B. M., 2006, p.: 10) make the difference. Therefore city marketing should develop a sensitivity for all its tangible and intangible things, in order to promote a beneficial and unique image which attracts its potential visitors.

Especially If one want to develop a suitable, successful attaction in this city one has to be especially aware of the (promoted) image of the city with all its tangible and intangible things. Furthermore, it also enables one to utilize and combine the citys positive salient factors for promoting the city in general and the attraction especially. If we think of Edinburgh the most salient factor is its beautiful historic city centre. The in the following developed marketing concept uses Edinburghs special patina and old times flair for an kind of mystical fantasy ad- venture which is based on the storyline of Harry Potter.

Developing and marketing this concept requires not only to understand and use the image of the city, furthermore it requires to know and to be aware of the special features in tourism marketing. One special characteristic is the strong dependency on the citys peak season and various pattern of demand (Middleton, V. T. C; Clarke, J, 2001, p.: 45). Therefore, chapter 2.2 investigates, based on visitor surveys, pattern and characteristics of Edinburghs visitors.

As we have a look on tourism as a whole industry it becomes also clear that it consists of many instances interrelated with each other. Firstly there is the travel industry (airlines, public transportation, travel agencies, etc) secondly the local gouvernment and the local economy. This complicates developing a concept for a local attraction as well as it offers positive op- portunities for cooperations which are further illustrated in chapter seven.

However, these special features one has to be aware of marketing a city (attraction) are mapped as good as possible in this concept.

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Solveig Matz, Marketing Tourism: Concept for Event-Marketing in Edinburgh

1 Idea and structure of the concept

Since we first heard about the story of an unemployed mother landing a number one hit about a young sourcerer`s apprentice, we imagined that there must be something special, something magical about it. The first book was sold 20 million times (Times online). But that was just the beginning of an incredible worldwide Harry Potter hype. Since then, the news were full of storries about fans sleeping in front of bookshops to gather one exemplar of the latest Harry Potter edition.

Although this hero only exists in the imaginations of millions of teenagers, Harry Poter be- came incredebly real. Fans adored him like a Hollywood star. A famous writer once stated that stars are a modern kindsof goods. We render to homage and put faith in them like we once prayed and believed in deities. If so, why should we not construct a temple for them?

Finally, could there ever be a better place for a Harry Potter tourism attraction than Edin- burgh where J. K. Rowling wrote the very first phrases of Harry Potter on a napkin in a little cafe? Edinburgh is not only the birthplace of this little hero, but also a city full of old mystic buildings and athmosphere.

Therefore, this concept is to promote a Harry Potter Event in Edinburgh. The three days last- ing programme offers everything a truely Potter fan would be keen on:

• The whole programme is designed as an adventure based on the Harry Potter stor- ryline

• A daily challenge to master in this framework of (kind of scavenger hunt along the his- toric city centre)

• The participants can also play and record a scene from their favorite Potter episode and take it home

In the following a concept is developed on this idea through investigating the trends and pat- tern the behaviour of Edinburghs visitors. Finally the objectives and measures are explained which could help to promote this concept.

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Solveig Matz, Marketing Tourism: Concept for Event-Marketing in Edinburgh

2 Diagnosis: Local information and tourism trends

For proving and shaping the previous illustruated idea of a Harry Potter Event, first the poten-

tial target group, the people who visites Edinburgh, have to be charcterized. This chapter in-

vestigates local conditions, tourism trends and the visitors pattern of demand in order to

adress the concept according to it.

2.1 Local Information

Everyone visiting the scottish capital can hardly ignore its special flair. Statistically, the major-

ity likes Edinburgh for its beautiful city centre with all its magnificent old buildings, its friendly

people and its numerous attractions (see illustration 1). It is the sum of all these aspects that

creates a friendly tourist athmosphere and makes Edinburgh the most favorite City 2007 in

the United Kingdom (Guardian Unlimited, 2007)

An increasing number of tourists has been registered over the last years. In 2006 an in-

crease of approximately nine percent was measured on the tourism barometer.

A survey, undertaken by the local gouvernment, shows that nearly one out of ten local em-

ployees work in the tourism industry, which significantly underlignes the impact of Edin-

burghs tourism sector on the regional economy (City Council of Edinburgh, 2007).

For strengthening its current position, Edinburgh also has to pay attention to things which

tourists would like to see improved. An increasing number of touists come from overseas.

Americans for example are used to be able to shop twenty four hours each day in the week.

Therefore, some visitors critizise Edinburghs short opening hours. Besides that, the British

costs of living are very high compared to the EU. This applies particularly to Edinburgh.

Many tourists complain about Edinburghs expensiveness (see illustration).

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