eventBritain’s role – where can it add best value?

eventBritain is developing a suite of services and functions that add value to the bidding for or marketing of events. eventBritain recognises that there exists much competition within the UK events industry and sees its role to not to negate this competition, but to ensure that events that could be placed with overseas competitors are placed in Britain. In addition eventBritain clearly recognises that not all organisations will require these services and they are proposed very much as a “pick and mix” to add best value to the winning of more events for Britain. eventBritain welcomes the excellence already existent in the UK events industry and encourages bidding partners to work through their local, regional and national partners.

Pre-Bid

  • eventBritain will commission in partner with the UK events industry, a national recognised economic / employment study that can be used to measure better the effect of events and as a lobbying vehicle to secure support. eventBritain will also deliver research into buying behaviours of event organisers in overseas territories to ensure a customer centric approach for bidding partners.
  • Share eventBritain commissioned research to all industry partners to help them identify potential new events to target. 
  • Offer all our industry partners the opportunity to use VisitBritain’s on-territory resources to provide Key Account Management including site visits, collateral support
  • Work with industry partners to give them invaluable customer research, volume and value studies.
  • Create and deliver brand development of Britain as a business destination to add weight to any bid process/documentation.
  • Utilising the expertise within the industry and through its overseas footprint, to offer guidance on global best practise bidding to partners. 
  • eventBritain will develop Britain branded support materials that demonstrate Britain’s core values of depth, heart and vitality. In 2008 these materials may also benefit from the inclusion of new Britain branding, leveraging the London 2012 Olympic and Paralympic Games. These will include moving images, static images, all Britain itineraries (pre and post event), print, VAT reclaim information etc.
  • Increase DCMS and wider governmental understanding of importance of events 
  • Working with our partners in EnglandNet, eventBritain can access information from the national tourism product database, providing information to support bids in terms of information on Quality Assured accommodation within a radius of bid venues. 

Bid

  • On invitation or request of partners eventBritain can offer comprehensive on territory key account management through bid process including face-to-face presentations, bid documents, value added features to support destination. In addition, it may sometimes be of benefit to have VisitBritain present the bid with you to give it an air of authentication and “government” support and to adapt the bid for local presentation (social mores etc).
  • Working with DCMS and other government department, and subject to certain criteria, eventBritain will secure letters of support (from national politicians, from VisitBritain’s Chairman and CEO and even in some cases from a member of the Royal family), as well as endeavouring to secure attendance at relevant events.  

Marketing

  • eventBritain can optimise the marketing opportunity for a destination partner of hosting event with on-territory marketing of new Olympic/business brand using established delivery tools -  CRM, PR and webs presence as relevant.
  • Delegates and attendees at events often purchase tourism product only when they arrive in Britain compounding the perception of Britain as an expensive destination. Working with the Business Development department in London, eventBritain can secure exclusive products overseas (such as Oyster© cards and point to point rail tickets) and negotiate preferential rates for attendees at events. 
  • eventBritain can utilise on-territory contact centres to provide advisory support for potential visitors.
  • eventBritain can re-use ministerial support for promotion of event to potential attendees / delegates 

Event

  • eventBritain to work with DCMS to secure relevant minister to open/attend event
  • Active participation in any event where suitable 

Post Event

  • eventBritain can offer a measurement of success through the development of new economic impact survey Secure testimonials / advocacy for future
  • Deliver feedback to DCMS / minister to develop goodwill/foundation for continuing govt support
  • Learn from event to develop global best practise guidelines to support UK industry
  • Continue to build calendar of existing and future events
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