The document provides a summary of the agenda and presentations for a partner update meeting held by the NewcastleGateshead Initiative on 25 February 2016. The agenda included welcome remarks, presentations on leisure marketing, business tourism, devolution, inward investment, and festivals and events. Key highlights mentioned were international marketing campaigns to promote tourism in the North, major conferences and events happening in 2016-2018, and opportunities for partners to engage in areas such as marketing, business tourism, and inward investment activities.

1. WELCOME
Partner Update
Meeting
25 February
2016
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2. SARAH STEWART
Introduction
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3. Welcome to new partners
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4. Agenda
• Welcome – Sarah Stewart, Chief Executive.
• Welcome to BALTIC – Stephen Cleland, Assistant Director, BALTIC.
• Leisure Marketing – Kathie Wilcox, Head of Marketing & Communications.
• Business Tourism – Paul Szomoru, Head of Business Tourism.
• Demystifying Devolution – Helen Dickinson, Devolution and Public
Service Reform, Newcastle City Council.
• Inward Investment – Catherine Walker, Inward Investment Director.
• Festivals and Events – Carol Bell, Head of Culture & Major Events.
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5. @NGinitiative
STEPHEN CLELAND
Welcome to
BALTIC

6. @NGinitiative
KATHIE WILCOX
Leisure Marketing

7. International campaigns - a quick recap
Northern Tourism Growth Fund
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8. Northern Tourism Growth Fund
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• £10m fund to promote the North of England across leisure,
business tourism and travel trade activity.
• Leading £1.5m consumer campaigns in Netherlands and
Germany.
o Campaign activity included:
 National press supplements.
 Online partnerships.
 Digital advertising campaigns.
• 15 media visits to date from China, USA, Netherlands,
Germany and Australia.
• Supported NTGF Meet the Media events in Netherlands
and Germany.

9. Scandinavian campaign
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10. Scandinavian campaign
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• £300k campaign promoting North East England.
• Campaign microsite plus online advertising campaign.
• Travel trade activity included DB Nordics and Swedish Travel Trade
supplement.
• Media visit programme included:
o Norwegian film crew broadcast on TV 2. Covered Beamish,
North Shields, South Shields. Returning for 2nd trip –
covering Hadrian’s Wall, Woodhorn, Sunderland.
o Hosted group of Scandinavian bloggers – excellent
coverage received.
o Second group media visit in planning, focusing on traditional
media outlets.

11. Domestic campaigns 2016 / 17
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12. Domestic campaigns
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• The Tyne is Now branding.
• Glasgow, Edinburgh, Leeds, York,
Doncaster.
• Couples or groups of friends, 25-35, not
traveling with children, high spending.
• Outdoor, press and TV advertising,
advertorials, media visits, social media,
blogger engagement, competitions.

13. Domestic campaign - opportunities
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• Campaign partners.
• Competition prizes.
• Trackable package promotions.
• Media visit support.
• Digital advertising.
• Talk to us about your domestic
marketing aims and objectives…

14. Pocket Guide 2017-19
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• Official FREE visitor guide for
NewcastleGateshead.
• Audience: leisure visitors, business
visitors, students and local residents.
• Objectives: inspire, inform,
encourage people to discover more –
and generate business for you!

15. Visiting media programme
“They used to say ‘It’s grim
up north’ but truth be told,
it’s not. It’s gorgeous.
NewcastleGateshead is an
elegant, cultured city, that is,
as I discovered, full of
surprises…”
Irish Independent
14 February 2016
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• Hosted over 80 national and
international media last year.
• Most effective route to
generating positive destination
coverage.
• Bloggers, broadcast, print
and online.

16. Digital marketing
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17. Digital marketing - opportunities
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• NewcastleGateshead.com: >1.5m
unique visitors per year.
• Advertising packages.
• Promoted listings.
• What’s On sponsorship.
• Solus emails.
• Banner advertising.

18. @NGinitiative
PAUL SZOMORU
Business Tourism

19. Increased international profile with VE / VB
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20. Highlights of last 12 months
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Imagery area:
1 image at 7.86cm wide x
10cm high
• Won a national, industry-leading
award for excellence 2015.
• Confirmed new business worth
£1.17m.
• Grew our pipeline of potential new
business leads and bids by £3.9m.
• Shortlisted “Best UK Convention
Bureau” 2016.

21. Events held in 2015 worth £1.06m
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Imagery area:
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10cm high
• National tourism awards.
• Magic Weekend.
• Rugby World Cup 2015.
• British Association of Cancer Research.
• 6th Annual Alliance for Healthy Aging.
• International Marine Simulator Forum.
• Society for Intravenous Anaesthesia.
• International Society of Paediatric Oncology Europe
Neuroblastoma (SIOPEN) Annual General Meeting
and Neuroblastoma Research Symposium.

22. Significant bids won
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• BERA – British Education Research
Association 2018.
• European Thyroid Association 2018.
• The English Association Conference
2017.
• Great North Paediatric Symposium 2017.
• Rotary International 1020 District 2017.

23. Important conferences happening this year
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Imagery area:
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10cm high
March - Association of Law Teachers Conference
April - The Third FUSE International Conference on
Knowledge Exchange in Public Health
May - Building Society Association
June - Institute of Neuroscience
June - Sunny Con 5
July - Manufacturing & Engineering North East
Sept - BAM: British Academy of Management
Oct - SOLACE
Dec - Royal College of Obstetricians & Gynaecologists

24. Proactive sales activity plans
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March - International Confex
March - new guide launch
April - IMEX Frankfurt
April - International familiarisation visit
June - The Meetings Show

25. Business tourism priorities
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• Maintain NewcastleGateshead’s
position as a leading UK business
tourism destination.
• National and international
associations 300 to 1,700 people.
• Aligned to inward investment target
sectors and university research
strengths.

26. There’s no “I” in team
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• Stand partner opportunities at
International Confex 2017.
• @MeetOnTyne engagement.
• Work with us to create case studies and
stories that talk about events taking place
here.
• Solus emails and website advertising.
• Host a Conference Ambassador event.

27. SARAH STEWART
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National Developments

28. VisitBritain and VisitEngland
Focus:
• Market Britain overseas to
drive growth in international
leisure and business tourism.
• Maintain distinct activities to
develop and market English
tourism.
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29. Priorities
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• Expand overseas network.
• Digital focus for marketing activity.
• New focus on business visits and
events.
• Engage with HM Government
partners in London and overseas.
• Boost retail sales and build
commercial partnerships.
• Discover England Fund.
• Digital focus for marketing activity.
• Ongoing support for business
visits and events.
• Proactive engagement with
England partners.

30. Discover England Fund
£40m three-year fund
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Objectives
• To grow tourism in English regions.
• To increase competitiveness of England’s tourism offer
for domestic and international visitors.
• To develop ‘bookable’ products in line with market
trends and in response to consumer demands.
Purpose
• To create 3-4 world-class ‘itineraries’ spanning regions
and made up of a number of ‘bookable’ products.
Process • Bidding criteria and process TBC.

31. HELEN DICKINSON
Demystifying
Devolution
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32. Devolution for the North East
NGI Partner Update Meeting
Thursday 25 February 2015

33. Devolution: the national picture
• New Government sets clear intention to devolve
more powers to local areas
• New powers to be devolved in return for agreement
to elected mayors
• Series of devolution deals agreed across the
country, led by Treasury, mostly based on existing
combined authorities

34. Devolution: the North East picture
• Government invited devolution proposals by 4
September 2015
• NECA Leaders agree a Statement of Intent, informed by
local consultation
• Discussions with Lord O’Neill, Commercial Secretary
• Proposed agreement signed with Government on 23
October - commits region to elected mayor in return for
new powers & funding

35. Headlines for the North East
• Investing for long-term growth
• Longer-term certainty and increased control over funding
• Ensuring growth opportunities open to all
• New control over skills training, support for those struggling to
find employment, health and social care integration
• Tailored to the North East’s specific circumstances
• Commits to fair funding for the region, recognises urban/rural
mix, “embedded” mayor model

36. Investing for long-term growth (1)
• New North East Investment Fund (>£1.5 billion, funded
by £30m per year for 30 years + other devolved
budgets)
• Devolved transport budget, Local Growth Fund, control
over investment of EU funds
• NEIF will enable new grant, loan & equity funding for
property and infrastructure projects
• New enterprise zones at Newcastle International Airport
and Walker Riverside
• UKTI to be held to account for their activity in the region

37. Investing for long-term growth (2)
• Improving local, national and international connectivity:
• Long-term investment in the Metro
• Joint planning of road and rail investment
• Introduction of smart ticketing
• Advancing Transport for North priorities: East Coast mainline,
A1 (M1), Newcastle International Airport and Port of Tyne
• Supporting business and innovation
• Science and Innovation Audit in partnership with NE universities
• Feasibility study into establishment of a National Smart Data
Institute
• Access to NE Investment Fund

38. Ensuring growth opportunities open to all
• Employment and Skills Board
• Better alignment of skills provision to local need through
devolved responsibility for adult skills and new powers over 16+
training
• Simplified employment support for those furthest from the labour
market
• Commission on Health and Social Care Integration
• New Land Board to identify surplus public land which
could enable new housing or business premises.

39. • New powers devolved to both NECA leaders and mayor
• Potential further devolution on rural issues
• Deal conditional on fair funding for the region
Tailored to North East circumstances

40. What happens next?
• Formal agreement to the deal
• Agreement by the constituent councils & NECA leadership
board – expected in March
• Government lays legislation to create the Mayoral Combined
Authority and transfer powers to it
• Deal implementation
• Some new powers from 2016
• Mayoral elections in May 2017
• Formal role for the LEP in Combined Authority structures
• Further devolution possible – views welcome

41. @NGinitiative
CATHERINE WALKER
Inward Investment

42. Quick review
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In the last 12 months we have:
• Rebranded to Invest Newcastle and
formed an advisory board.
• Welcomed two new team members.
• Taken on Science Central inward
investment marketing & PR.
• Landed 32 projects and created /
safeguarded 735 jobs.

43. Companies supported
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44. Newcastle@MIPIM.com
12 partners, Newcastle City Council and Invest Newcastle
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45. Markets and sectors
Insert sector image
please
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Targeting higher value activity:
• USA; India; London & SE; Germany
/ France / Netherlands.
• Offshore / energy; business
services; digital technology and
software; healthcare technologies.

46. Newcastle Science Central
Imagery area:
1 image at 7.86cm wide x
10cm high
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Creating awareness and interest:
• Sector-specific lead generation.
• Ongoing development of collateral
and propositions in line with
development.
• Local, national, international PR.
• Community engagement.

47. Inward investment
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It’s relevant to all:
• Support with inward and familiarisation
visits.
• Contribute to Invest Newcastle Linkedin
discussions.
• Be part of Land:In.
• Participate in paid-for opportunities e.g.
overseas missions, MIPIM, business
development campaigns.

48. @NGinitiative
CAROL BELL
Festivals and
Events

49. Key events for 2016
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50. Spring
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• AV Festival 16, 27 Feb - 27 Mar.
• Gateshead International Jazz
Festival, 15 - 17 April.
• Maker Faire UK 2016, 23 - 24
April.
• The Late Shows, 13 - 14 May.
• Magic Weekend, 21 - 22 May.

51. Summer
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• ¡VAMOS! Festival, 8 - 12 June.
• Cyclone Festival of Cycling, 17
- 19 June.
• The Hoppings, 17 - 25 June.
• The Northumberland Plate
Festival, 23 - 25 June.

52. Summer
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• Kynren - an epic tale of England,
2 July - 17 September.
• Northern Pride 2016, 15 - 17 July.
• SummerTyne Americana
Festival, 22 - 24 July.
• North Sea Tall Ships Regatta
2016 Blyth, 26 - 29 August.

53. Autumn / winter
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• Great North City Games and Great
North Run 2016, 10 - 11 September.
• Great North Snowdogs, 19 September -
November.
• Juice Festival, 22 - 30 October.
• NewcastleGateshead Winter Festival, 26
November - 31 December.
• Enchanted Parks, 6 - 11 December.

54. Major events pipeline
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• 2017 Pestival, 50th Anniversary of
Martin Luther King, Tour of Britain.
• 2018 Tall Ships Sunderland, 20th
Anniversary Angel of the North.
• 2019 World Transplant Games.
• 2020 British Art Show, British Dance
Edition.

55. SARAH STEWART
Closing Remarks
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56. NGI Solutions
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How can
NGI
Solutions
help you?
Marketing
Research
Events
Media &
PR
• NewcastleGateshead Initiative has a proven
track record of developing and delivering
research and insight projects since 2000.
• Our trading company, NGI Solutions, enables
us to secure commercial income to reinvest in
support of our work to promote this great region.
• We have a 16-strong marketing,
communications, research, events and digital
team, operating on a consultancy basis to
deliver external project commissions.
• ngisolutions.com @ngi_solutions

57. Thank you
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58. THANK YOU
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