Commercial Members Meeting 9 February 2012 marketingbirmingham.com
Agenda1. Welcome - Neil Rami, Chief Executive2. Operational update - Ian Taylor, Commercial Director3. 20.12 % Campaign - Stuart Heath, Visit England4. Olympics 2012 - David Moorcroft, West Midlands for 20125. Questions6. Refreshments and sign up to 20.12% Campaign
Neil Rami Chief Executivemarketingbirmingham.com
Ian Taylor Commercial Directormarketingbirmingham.com
ERDF programme2011/12- 2013/14 What - A £17.7m catalyst to deliver integrated City Region Business, Meet and Visit programme It will - generate investment, events and visitors, develop business and jobs in the ERDF priority 3 areas How - Marketing Birmingham will provide up to £5.8m, our partners £3m and £8.8m funding drawn down from ERDF Outputs Partners ► 4,690 jobs Birmingham City Council, ► 500 business supports Solihull MBC, Black Country LA’s x 4, Birmingham Airport, ► 5% increase visitor CENTRO, Southside BID economy
Marketing B irmingham will deliver a£26m inves tment promotionprogramme between now and 2015,aimed at c reating 12,000 new jobsand inc reas ing the value of thevis itor ec onomy by 5%
Meet B irmingham S howc as e 30 suppliers 34 event organisers £85,000 provisionally contracted PR value £20,000 8th - 9th November 2012
S ales ac tivity EIBTM (Barcelona) - Three qualified leads - Potential economic benefit of £2.86m Visit England Association Networking event (Paris) - Two qualified leads - Potential economic benefit of £3.8m Birmingham FAM trips - hosted 2 international association congress organisers
F oodF es t 2011 Over 80 restaurants 100+ foodie events 122,000 visitor impact 7000 downloads £850,000 PR value
C hris tmas 2011 Joined up campaign Digital - up by + 50% PR - £868,079, up by £99,361 from 2010 Visitor footfall - estimated 5 million, generating an estimated economic impact of £150m
Media highlights PR values (April ‘11 – Feb ‘12): Visit - £7.1 million Meet - £1.7 million Fam visits 2011 – 25 journalists 2012– 16 journalists scheduled to visit before March 2012 New York Post, Daily Telegraph, The Independent, The People, Meetings & Incentive Travel, Square Meal, The Sunday Times, Daily Mirror, Berliner Morgenpost, Voice of America, Frommers and Timeout.
Mobile Information Major events 100 days 1.5m footfall Information Services
2012 ac tivity Confex , March, London Square Meal, September, London Association networking event, March, Brussels IMEX, May, Frankfurt ICCA Association Expert Seminar, May, Frankfurt Ambassadors programme
P ipeline and c onfirmed 18 live bids, comprising of a collective value of 71,100 bed nights Wins: – IEEE Nanotechnology, 500 delegates, 3 days, Aug 2012 – International scientific association, 1500-2000 delegates, 4 days, Sept 2015 – New digital event x 200 delegates, 2 days, Sept 2012
K ey themes 2012 Culture Festivals FoodFest Summer Digital Christmas Trade
International marketing Partnership with Birmingham Airport International marketing - China - India Route development Gateway welcome
S ummer 2012 Themes – sports, attractions, heritage Olympic spotlight moments - Torch relay + overnight stay - London 2012 Festival - Live sites - Jamaica Village - Olympics service, St Phillips - Civic receptions - Jamaica Farewell party Diamond Jubilee and Pride 20.12% – GREAT campaign
Summary Delivery across a wider economic geography Alignment with national partners Capitalising on strong media coverage Relationships with partners are key
Stuart HeathHead of Marketing Partnerships, Visit England marketingbirmingham.com
What will be covered• Background to the campaign• How will the TV ad look?• What does the website look like?• How do I get involved?
20.12 campaign• The determination of this campaign is to • Mitigate against the Olympic sag in the domestic market • Capitalise on the once in a life time events in 2012 • Promote a high profile and convincing stay at home offer Make the staycation STAY!
The 20.12 offerWhat does the 20.12% off mean?• The 20.12% off means: • offers that give that amount off or better including deals such as 3 nights for the price of 2 at a hotel and buy one get one entry at an attraction work because they are better than 20.12% off. • terms and conditions will apply, and each business’s T&Cs will be different and these must be clearly stipulated with any offer posted through the campaign.
Stuart HeathHead of MarketingPartnershipsstuart.email@example.comT. 020 7578 1440
David MoorcroftWest Midlands for 2012marketingbirmingham.com