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

SLIDE 1

25/08/16

Contents

Leicester City Football

Club

Season

Legacy

2015/16

Heritage,

Culture, Leisure

and Sport

Scrutiny

Commission

Monday

15'x'

August

Mike Dalzell,

Lead Director Sarah Harrison,

City Centre Director

The

Opportunity

• The

discovery, identification and reinternment

• f

the

mortal

remains

• f

King Richard

III

• Hosting

Rugby Worid Cup 2015

• The'David

and

Goliath' story

• f

LCFC's meteoric

rise to glory

has

won

a place

in everyone's

hearts

• Premier

League 2016/17 season

• LCFC

in UEFA

Champions' League —fans from Europe

will visit Leicester

&the

city will be'on

tour' across the continent

• The

Opportunity

• Objectives
• The

Approach

• Activity

Delivered

• Future

Activity

.

,c.r~rem~..+m.,~~.~~..au~a .w.~~„~m,

w.ev~n~~m.~a~wm,~.~..~a

King

Claudio, miracles: City

around the world

s

~

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1

SLIDE 2

25/08/16

Victory

Parade

Bangl<ol<

1 million people

took to the streets

• n

19'h May

2016

7

7~af

wua ~mrcuf!

imillim~+ people took the

s~reele

• f

a7huifand fu n~ppurt the

• ven

top

bur tour.Incredi6lescd pic.twi

tter.mm//jSrReyiY.Fn

—Liam

dloore (~liammoure9~) Jlu J i9,

Alignment

• f

Leicester

Success

• Mark

Selby crowned World Snooker Champion for the second time

• Riders

national basketball

champions

• Tigers

came

close to the pinnacle

• f

domestic and European Rugby Union again

• HSBC

research stated Leicester

is one

• f

the most affordable places nationally for

first-year

students

• UK

Growth Dashboard

in

June 2015

• Leicester

having the fastest business growth rate

• utside
• f

London

• Ranked

3rd in Property

Week's Hot 100 UK

retail locations

• Association
• f

Accounting Technicians ranks Leicester the

3

'd best city in

the UK to

start a business.

2

016/17 Economic Impact

• f

LCFC

East Midland's

Chamber

• f

Commerce

Research Study

• Goeuro's

Football Price Index

shows economic impact

• f

LCFC

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

terms

• f

prize money,

Champions League

cash and increased

revenue

from

tickets &hospitality

• Intangible

benefits

—enhanced media

profile,

morale,

city

pride could boost tourism, inward investment &productivity

Leicester

is now

a Global Brand

Boost

in Leicester's profile is academically

quantifiable

'

Leicester now

possesses a unique promotional springboard that

is

the envy

• f

the world".

"

Leicester

is now

recognised as a global brand".

Ines Hassen,

PhD

iesear[her, Cen[re

a/ Urbon

History, University

• (Leicester

2

SLIDE 3

25/08/16

O

b j e c t i v e s

• Keep

u p the m

• m

e n t u m f r

• m

t h e

u n r i v a l l e d l e v e l

• f

i

n t e r n a t i

• n

a l a t t e n t i

• 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

—

T

• u

r i s m

— Trade

a n d i n w a r d investment

— Arts

a n d

c u l t u r e

— Retail — Academia

• D

i s p e l t h e b e l i e f t h a t

• u

r

history

• n

l y b e g a n w i t h t h e

discovery

• f

KRIII in 2012

by p r

• m
• t

i n g 2000 S t

• r

y

• f

Leicester

• Celebrate

a

c i t y

• f

great cultural d i v e r s i t y

The

A p p r

• a

c h

• Push

Hard

• Be

proactive to keep

media

i n t e r e s t l e v e l s high

• Single

V

• i

c e

• P

l a c e m a r k e t i n g a c t i

• n

plan

• City

i d e n t i t y

• Core

messages

• Development
• f

V i s i t L e i c e s t e r

website

• S

t a k e h

• l

d e r engagement with t h e plan

• Legible

Leicester

• Leicester

Welcome

• L
• u

d and Proud

• Civic

P r i d e —tools & r e s

• u

r c e s to h e l p

l

• c

a l

p e

• p

l e express t h e i r pride

• Leicester

M e r c u r y specialcoverage

• Leicester

Business F e s t i v a l

P

u s h Hard

L e a d : Leicester Shire Promotions L t d

• Relationship building

w i t h T

• u

r i s t I n f

• r

m a t i

• n
• f

f i c e s

i

n European

c i t i e s

t h r

• u

g h

V i s i t B r i t a i n

• Media

c a m p a i g n

i n

T h a i l a n d t

• promote

Leicester as

a tourism

d e s t i n a t i

• n
• All LPL

a c t i v i t y i s accounted f

• r

within existing budgets

— n

• additional

funding r e q u i r e d

P u s h H a r d

L e a d : L e i c e s t e r Shire

P r

• m
• t

i

• n

s

Ltd

• Media

Resource — Create and

host an

• n

l i n e p

• r

t a l

a n d

• n

g

• i

n g content

management

t h r

• u

g h

W e b-in-a-Box

microsite

• Online

toolkit

• Journalists'

r e g i s t e r

• G

a t e w a y w

• u

l d

s i g n j

• u

r n a l i s t s t

• a

r e a

• f

i n t e r e s t

• Developing

the

Leicester N a r r a t i v e

— Syndicated

f e a t u r e s —targeted placement

• f

m i n i m u m 1

x c

• m

m i s s i

• n

e d

stories

• Key
• verseas

m a r k e t s

• Niche

publications

S

i n g l e

Voice

Lead: L e i c e s t e r City Council

• Place

Marketing — a l r e a d y under d e v e l

• p

m e n t — Identity — Core

m e s s a g e s

— Key

Audiences

— Digital Channels — Legible Leicester — Endorsements f r

• m

key s t a k e h

• l

d e r s / c e l e b r i t i e s

• Common

h a s h t a g for the

city

— E.g.

#WeAreLeicester

3

SLIDE 4

25/08/16

Key T a r g e t A u d i e n c e s

~

.;

. . . ;

`

=

• j

~ '

~

.

'

_ '

B u s i n e s s e s

&

R e s i d e n t s

&

Visitors

& B u s i n e s s

I

n v e s t

• r

s W

• r

k f

• r

c e

Tourists

Visit

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

• p

m e n t

~

G live

deslg~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

• d

u c t d a t a appll<auar d e v e l

• p

m e n t

• n

f i r m ~ H a i

.

R

• d

u ~ l d a t a . P e a d u l d a t a .Usee t e s W g

y

t M 1 n i n 6 miry

. & ' 6

f i

d n 6

• Image

a n d

• (m[mt

t

• p

Y < a n m ~ ~ u 6 e m m t

Gthuly

m t

S i n g l e V

• i

c e

• Unify

and

link a c t i v i t y

—

S

• c

i a l

m e d i a — 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

• E.g.

H i g h c r

• s

s —Caribbean Carnival

• Diwali

celebrations i n c i t y c e n t r e

• Christmas

c e l e b r a t i

• n

s

— Light

the Night — C u l t u r a l Q u a r t e r — H i g h c r

• s

s

— Leicester

M a r k e t

—

R e s t a u r a n t a n d b a r promotion

Digital

C h a n n e l s

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' Leicester

Welcome

Lead: Leicester C i t y C

• u

n c i l

• G

r e e t e r s a t the r a i l w a y s t a t i

• n
• Signage

a t t h e r a i l w a y s t a t i

• n

& C l

• c

k Tower

• F
• r

e i g n l a n g u a g e g r e e t i n g training f

• r

b u s i n e s s e s i n the c i t y c entre

• Social

m e d i a targeted campaigns

—

M e s s a g e s t

• v

i s i t i n g

t e a m s

v i a

Facebook a n d T w i t t e r

• V

i s i t L e i c e s t e r

Information C e n t r e

• W

i n d

• w

d i s p l a y s

• S

t a f f t r a i n i n g

• Information,

guides, e t c .

• M

a t c h h a s h t a g s t

• b

e used b y

a l l partners

SLIDE 5

2 5 / 8 / 1 6

Leicester

Welcome

—

S e t

up

s p e c i a l

w e b

p a g e for L C F C f a n s a n d visiting t e a m s

• C

i t y

M a y

• r

welcome

in v i s i t i n g

teams'

h

• m

e

l a n g u a g e

• Special
• ffers

at food a n d drink

• utlets
• n

w e b s i t e

• H
• [

e l Information

— City

a n d county guide w i t h L C F C featured on f r

• n

t c

• v

e r

— Online

S p a n i s h version

• f

c i t y

a n d county guide — 48 h

• u

r s i n L e i c e s t e r b r

• c

h u r e

— 10

t h i n g s not to miss

when

i n L e i c e s t e r

— Leicester Museums,

G a l l e r i e s & F e s t i v a l s

G u i d e

L

• u

d and Proud

• Some
• p

p

• r

t u n i t i e s w

• u

l d n e e d

substantial private sponsorship/grant f u n d i n g . Possibly linked to

inward

i

n v e s t m e n t e v e n t s

e . g .

M I P I M ,

Leicester Business

F

e s t i v a l

• Take
• v

e r St Pancras c

• n

c

• u

r s e

• Take
• v

e r L e i c e s t e r S q u a r e , London

i i

~

Richard Wilson-Mark's

E l e c t r i c a l ,

Kate St

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LCFC

M u r a l s Commissioned by

Leicester C i t y C

• u

n c i l

• LCFC

murals

7

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v a r . L

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F O Jr

t ~ ; ~

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b a l l U n i t e d M u r a l , End

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mural,

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3

B a t h Terrace

• n

Tudor R

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d ,

l

a n e ,

Letcerter Leicerter

r '

SLIDE 6

25/08/16

V

i s i t

• r

F i g u r e s

• E

n c

• u

r a g e s people to celebrate, share a n d

reflect

• G

r

• w

s t h e

N e w

Walk a u d i e n c e ,

e s p e c i a l l y

l

• c

a l

C2DE ( n

• n

t r a d i t i

• n

a l

m u s e u m

g

• e

r s ) and t

• u

r i s t s

• Focus
• n

some

c

• n

t e m p

• r

a r y

c

• l

l e c t i n g

• Demonstrates

c a p a b i l i t i e s

• f

m u s e u m team

to d

e l i v e r

to key

c i t y

a g e n d a s

• N
• w

c n s i d e r i n g e x t e n s i

• n
• f

t i m e

T

• t

a l v i s i t

• r

s 4~h

June t

• 3

1 S t July

38,929 E s t i m a t e d t

• e

x c e e d 60,000 b y

3 1 S t

A u g u s t

C

a p a c i t y

• f

t h e King Power S t a d i u m 3 2 , Same

p e r i

• d

2015 (`Secret

Egypt

e x h i b i t i

• n

)

2 6 , 1 8 8

(

Fearless F

• x

e s

= + 3 2 % ) Same

p e r i

• d

2 1 4

(`Eye for Colour' exhibition) 2 5 , 1 5

(Fearless

F

• x

e s

=

+ 3 6 % )

Weekly

V i s i t

• r

F i g u r e s to

N e w

Walk

J u n e ( 4 [ h J u n e June J u n e J u n e / J u l y J u l y J u l y J u l y J u l y

• nwards)

—2014

( E y e f

• r

Colour)

—2015

( S e v e t E g y p t ) —2016

( F e a r l e s s F

• z

e s )

LCFC

and

DMU: A

W i n n i n g

Team

• LCFC

sign a

new

deal w i t h DMU t

• i

n c l u d e :

— Up

t

• 1

s t u d e n t w

• r

k placements a y e a r a t K i n g P

• w

e r Stadium —

DMU branding i n s i d e

a n d

• u

t s i d e the K i n g

P

• w

e r Stadium — P r

• m
• t

i

• n

s a t

UK G

• v

e r n m e n t

trade e v e n t s

i n

T h a i l a n d

• DMU
• p

e n a Bangkok

• f

f i c e

t

• work

d i r e c t l y w i t h

i

n t e r n a t i

• n

a l s t u d e n t s s e e k i n g t

• s

t u d y

i n L e i c e s t e r .

• A

c a d e m i c a l l y ,

DMU

w i l l

a l s

• f

f e r e x p e r t English language

support

f

• r

the

Club's flourishing I n t e r n a t i

• n

a l

A c a d e m y students.

LCFC and

D M U :

A

W i n n i n g

Team

• DMU

and King Power t h e

b i g g e s t t r a v e l r e t a i l e r i n

Thailand —

i n t r

• d

u c e

D M U / K i n g P

• w

e r

scholarships f

• r

T h a i students

—

DMU

s c h

• l

a r s h i p s f

• r

K i n g

P

• w

e r e m p l

• y

e e s a n d

— ttDMU~lobal

visits

for s t u d e n t s t

• work

w i t h K i n g

P

• w

e r

charities i n A s i a .

~ :

SLIDE 7

25/08/16

Leicester City

consider King power

Stadium

expansion

• Leicester

City are considering

expanding the

King

Power Stadium,

• r

building a

new

stadium.

• The

32,000 capacity ground has been sold

• ut

for every

game

this

season, and demand for

tickets

has been growing.

• One

way

to expand the stadium would be to add another

tier

• n

top

• f

the

east

stand, [his would take the capacity to 42,OOD.

~elCeSter

~ `~erCtll`~l

• Monday

8'h August:

24-page

Souvenir Edition following

Community

Shield

game

• n

Sunday

7

August with photographs

• f

the players and fans.

• Thursday,

11'h

August

• football

Season Preview

special.

An

insight into

the games ahead for the season and the excitement

we

all

feel for

the team and

city.

• Further

supplement

for

UEFA Champions' League

first

home

game

• n

August 25th

Key Milestones 2016/17 Premier League

TV

PREMIER

LEAGUE

• 30'

promo

film introducing

LCFC and the cultural

• ffer

in Leicester — Golden Mile — Clock Tower — Space

Centre

— Curve

• Broadcast

to

62

million people in Africa and

Asia

Premier League

starts

:Sat 13th August — LCFC away to

Hull

• Leicester

vs Arsenal

first home

match : Saturday

20'h

August

• Champions'

League group stages

• pponents

draw :

• n

August

2

5th

in Monaco

• At

least

6

matches —

3

away/3 home

against elite clubs during

mid Sept —early

Dec 2016

• Should

LCFC be

in

top two

• f

their

group

• f

four, they will be in knockout stages in mid-February

• Final
• f

Champions League

:Cardiff's Millennium

Stadium June

3

~d 2017

Loros'

Undie-Dogs Campaign and

Gary

LinekerTwitter promise

u

~NhIU~~ ~~[ to po~~

In t~~Ir

pn~~ Iw lero~

Mltoey

~amp~lyn

mmm~

.,

_.., , ..

• ~~

Matt

Elliot, Tyler

Bemardinl, Charlie The show

• n

the

f(rs[

day

• f

the

Clapham,

Will(e

Thorne, Paul Nlzon, Premier league season

will take place

George

Chuter, Kendall

Munroe

• n

Saturday 13th Augusta[

1030pm.

7

SLIDE 8

2 5 / 8 / 1 6

Leicester B u s i n e s s

F e s t i v a l

2

4th October-4~h

November 2 1 6 Tourism and

Hospitality E v e n t s

1

.

P l a c e m a r k e t i n g debate

• D

r J

• h

n Heeley,

Sheffield Hallam University

• D

r Mihali K a v a r a t z i s , University

• f

L e i c e s t e r

2

. Running an a c c

• m

m

• d

a t i

• n

business

• B

&

B, s e l f

• c

a t e r i n g ,

camping, service apartments, AirB&B

3

. O v e r s e a s Marketing Opportunities

• V

i s i t B r i t a i n

w

• r

k s h

• p

4

.

B u s i n e s s T

• u

r i s m Opportunities

• Visi[England

workshop

• n

its new

B u s i n e s s T

• u

r i s m Event Support Programme

L e i c e s t e r B u s i n e s s Festival

5 .

Eat L e i c e s t e r s h i r e

• Drop

in evening

event s h

• w

c a s i n g

l

• c

a l

food p r

• d

u c e r s a nd

c

• c

k t a i l masterclasses

6 .

Leading A t t r a c t i

• n

Seminar

• A

L V A — A s s

• c
• f

Leading

V i s i t

• r

A t t r a c t i

• n

s n a t i

• n

a l

perspective

7 .

L a r g e E v e n t Masterclass

• LCC

F e s t i v a l

and E v e n t s t e a m a n d

c u l t u r a l

• rganisations

s h

• w

c a s i n g recent & f

• r

t h c

• m

i n g

l a r g e s c a l e events in t

h e

c i t y

8 .

Introduction t

• the

S

• u

t h Asian Market

• Chinese

students as c

• n

s u m e r s

Jamie

V a r d y

—The

M

• v

i e

The

s t

• r

y continues

...........

Anticipated 2 1 7

C a s t i n g begins

1

. ;

_

~ ~: E : 3