Aberdeens Image - Progress

Performance Management – Progress Report 2005-06

Members are keen that Aberdeen’s Image Forum is action led. Activity therefore focused on considering identified targets and actions and working to meet these.

Access to City Growth Funding monies has meant that the Forum has been able to proceed with projects such as the Web Portal and a programme of physical improvements to the City.

Reposition Aberdeen & North East as Tourist and Visitor Destination

• Destination Aberdeen City & Shire Group comprising Aberdeen City and Aberdeenshire Councils, BAA Aberdeen Airport, VisitScotland Aberdeen & Grampian and Aberdeen Hotels Association have formed a group to promote Aberdeen City and Shire as a business and tourism destination.
• A programme of promotional activities commenced in 2005 with a promotion in Belfast to support the new Flybe air route. Additional activities are planned for 2006 to support Aberdeen Airport’s new route development programme.  Other marketing promotions will reinforce the benefits of visiting Aberdeen City and Shire.
• The group has also exhibited at events such as VisitExpo 06 in Glasgow and Aberdeen City and Shire Councils participated in Tartan Week New York 06.

Support and maximise impact of North East branding exercise

• The Promotion Group is fully supportive of Aberdeen City & Shire regional identity project, which was developed through Aberdeen City and Shire Economic Forum. The regional identity was promoted to 250 companies at the Offshore Technology Conference, Houston 06.

Raise Awareness of City and North East

• A What’s On guide has been produced to cover City and Shire events.
• Aberdeen City and Shire Portal - The Web portal is near completion. The templates from the Web Designers are now ready to plug into the Council's Active Edition Content Management System. The Web Team will build the Portal and Continuous Improvement Marketing team will add the content. The Web Portal's live date is scheduled for mid-late October 2006.
• Regular meetings are held with Scottish Executive and Scottish Parliament officials, with MPs and Scottish Parliament officials and with MPs and MSPs to discuss opportunities to raise the profile of the City.
• A regular programme of Ministerial visits to the City is encouraged and supported.
• Work is progressing on identifying more opportunities to promote Aberdeen through provision of speakers/experts at national events and conferences.

Improve Community Involvement in work of the Group

• Focus groups - A number of focus groups were arranged with a wide cross section of the North East population prior to the development and launch of the regional identity.
• There is ongoing dialogue with the local community and business representatives to ensure support for the regional identity brand is maintained and strengthened.
• A champion’s programme is currently being developed to support the regional identity with key local figures being identified who are willing to adopt the brand and promote the benefits of living, working and visiting Aberdeen City and Shire.

Make Wider Use of the Media

• An Aberdeen fact sheet has been produced and is available from Aberdeen City Council’s Publicity & Promotions Service for issue in relation to media enquiries.
  • Partners constantly look for opportunities for positive media coverage.

Continue to encourage programme of physical improvements

• Lamp post banners – There is an ongoing programme of maintenance and usage of existing banners. There is also ongoing development of new sites. The most recent is the installation of 16 new banners sites at Aberdeen Exhibition and Conference Centre in September 2006.
• Beach flags - First installation of 6 flags on existing flag poles at Aberdeen Linx Ice Arena and Aberdeen Beach Leisure Centre took place in May. The continuing installation programme is ongoing.
• Gateway signage – Planning discussions continue. Work continues to identify suitable sites.
• Dressing of key City sites - Economic Promotion continues to supply materials promoting Aberdeen and City events to key locations throughout Aberdeen including Aberdeen Railway Station and all city centres shopping malls.