Land and Buildings

Leicester Shire Promotions

"The promotion and development of Leicester and Leicestershire through investors and visitors"

Leicester Shire Promotions is charged with maximising the economic impact that can be derived through investors and visitors. Primarily this is achieved through marketing the city and county and providing services to the investor and tourism industry.

Organisation: Leicestershire Promotions

Completion Date: 31/03/2007

Location

Activity covers and embraces all of Leicester and Leicestershire

Project Description

Our city and county stands at the cusp of a rare and complex opportunity that cannot be grasped by a business as usual approach - Charles Landry, Director, Comedia

There are five key roles to the work of Leicester Shire Promotions.

Destination Leadership and Co-ordination

1. To ensure rigorous and effective measurement, including setting of baseline data.
2. To develop a bank of photography for marketing Leicester Shire and to be made available to businesses and community groups.
3. To maximise exposure of Leicester Shire through PR and media communications to secure major features and articles in agreed titles.
4. To develop a complimentary campaign to engage local residents and businesses in championing Leicester Shire.
5. To create a new membership and partnership base for the work of Leicester Shire Promotions and partners specific to its work in tourism and inward investment.
6. To develop and implement an effective research programme to inform future policy decisions, advise partners and monitor progress and performance.

Attracting the Visitor and Investor

7. To reposition the image of the city and county through the 'Leicester Revealed' campaign.
8. To create a leading new event for Leicester and Leicestershire able to showcase to visitors and investors the distinctiveness and benefits of the city and its county.
9. To create a suite of marketing collateral to service the requirements of potential investors and intermediaries.
10. To develop, publish and distribute a range of high-quality marketing collateral in line with identified needs for visitors.
11. To support conference and exhibitions as necessary.
12. To develop further the opportunities for tourism to benefit from the regional and national networks and initiatives.

Services to the Visitor
13. To review the provision of visitor information and enquiry fulfilment throughout Leicestershire.
14. To further develop the Destination Management System (DMS), which helps to coordinates tourism, as the central tool for managing visitor information across key partners in Leicestershire.
15. To secure and develop sustainable tourism partnerships across the districts of Leicestershire.
16. To develop further open-top tours across Leicestershire.

Services to the Investor

17. To aim to secure a Government office relocation able to add value to Leicester Shire's economy.
18. To develop foreign inward investment opportunities, particularly those of high value.
19. To create a new, proactive inward investment service, partnering with other agencies as required, to sustain the growth of businesses in Leicester Shire.
20. To create a new level of awareness of the role and benefits offered by Invest Leicestershire to all user groups.
21. To develop the Property Bulletin publication and 'Tractivity' - a database system which looks at inward investment and property - as tools for developing investment opportunities.
22. To develop the investment potential within the food/drink and creative industries sectors.
23. To identify the investment opportunities from adopting a regional approach through the '3 Cities' project, which considers common themes between Derby, Leicester and Nottingham.

Services for the Tourism Industry
24. To develop an effective and representative organisation to champion the visit and hospitality industry.
25. To pilot Leicester Shire Excellece In Tourism (LETS) and grow three existing and three new businesses.

Outcomes

Projected results of the initiatives:

Number of new jobs created and safeguarded:
2004/5 400
2005/6 700
2006/7 700

Number of new businesses created:
2004/5 3
2005/6 6
2006/7 6

Number of investor enquiries:
2004/5 450
2005/6 500
2006/7 550

Number of investor meetings/visits:
2004/5 130
2005/6 130
2006/7 130

Project Contacts

Project manager:
Robin Pointon
Tel: 0116 225 4035
E-mail: robin.pointon@l-p-l.com
Website: www.goleicestershire.com

LSEP contact:
Andy Rose
Tel: 0116 257 5677
Email: andyr@lsep.co.uk
Website: www.lsep.co.uk