A presentation by Deborah Green – Chief Operating Officer

FBE Forum

Thursday 20th 2008

To bring more business to the region To encourage more individuals to relocate To raise the profile of Leeds as a centre for

educational excellence To act as a catalyst for collaborative

working with agencies and organisations across the City Region

To raise the profile of Leeds at a regional, national and international level

Our Objectives

Marketing Leeds

Our values

Marketing Leeds works in partnership with existing organisations wherever possible, collaborating to create the greatest impact on the widest audience. This is the first time that Leeds has united as a city and worked together to ensure that external perceptions reflect the high quality of the city’s offer.

Achievements to build on……

Our city brand – ‘Leeds, Live it, Love it’ PR – ‘Leeds is fast acquiring the image as a

small London in the North, because of its thriving financial sector and smart new property developments”. (The Times)

Online - created the city’s first promotional website for business, residents, students and visitors – over 200,000 unique visitors per month at peak times

Support – 59 Champions recruited to date External – city image brand uniting Leeds’

external image Established key messages

Listen to city leaders and stakeholders

Key issues:- Raise the profile of Leeds on the national

stage. Promote a strong business message. Promote the cities cultural offer. Position Leeds on the international stage.

2008 Action Plan

What are our partners objectives?

What barriers do they face?

How can ML help meet those objectives and overcome barriers whilst achieving our vision?

Our approach

Give the City its voice

Share our passion

Provide the platform

Guiding principles

Leeds Champions

Working with sector groups

Marketing Leeds Business and lifestyle Education Retail Property?

City Partners Leeds Chamber Leeds City Council Leeds Legal Leeds Financial Services Initiative Leeds Hoteliers Association

Supporting current city events/activity

Marketing Leeds role in

Festive Leeds Festival of climate change Leeds Shopping Week Summer in the City Leeds Food & Drink Festival

Thought Leadership

Technical

Social/Networking

Leeds Events – national focus

Profile Leeds as a centre of innovation

Address some of the objectives identified by city partners

Leeds Events – Thought Leadership

Model Question Time debates High Profile Panel National/Regional Audience

Topics The Business of Culture The Business of Environment The Business of Financial Services The Business of Security and Protection The Business of Innovation The Business of Sport

Thought Leadership (cont’d)

Leeds Events - Technical

Leeds Business WeekRaise the profile of business in LeedsShowcase the city’s business strengthsInternational dayEducation day

Other eventsthe Business, Yorkshire Women in Business Conference, Visit by Lord Mayor of City of London and national High Profile Financial Services Event

Leeds Events – Social Networking

Organise networking events for business leaders in Leeds.

High profile speaker dinners

Corporate Wisdom series

Support world class stakeholders in Leeds

Programme of International activities

International route launches with supporting YEP supplements e.g. Hamburg

Continue to support sectoral groups’ international activities and inward/outward delegations e.g. Leeds Legal

World Corporate Games Ongoing programme of FAM visits Financial Times business supplement MIPIM MAPIC

Leeds Week in…..

A week long business event showcasing Leeds’ business and cultural offer, in partnership with our city partners

First event – October 2008 in Milan

Marketing support for partners

Relocation Leeds – business publication for employees wishing to relocate to Leeds

Development of business section of the website Leeds films Leeds fact sheets Produce ML’s e-newsletter which will be

distributed to an international database Support on using the city brand

If you would like to be involved in any of the projects mentioned in this presentation please contact Marketing Leeds on 0113 214 5200.

Thank you for your continued support of Marketing Leeds.

How to get involved?