Commercial Members Meeting - February 2012

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Commercial Members Meeting - February 2012

  1. 1. Commercial Members Meeting 9 February 2012 marketingbirmingham.com
  2. 2. 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
  3. 3. Neil Rami Chief Executivemarketingbirmingham.com
  4. 4. Ian Taylor Commercial Directormarketingbirmingham.com
  5. 5. 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
  6. 6. 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%
  7. 7. B irmingham B us ines s Hub
  8. 8. Operational review
  9. 9. Meet B irmingham S howc as e  30 suppliers  34 event organisers  £85,000 provisionally contracted  PR value £20,000  8th - 9th November 2012
  10. 10. 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
  11. 11. F oodF es t 2011  Over 80 restaurants  100+ foodie events  122,000 visitor impact  7000 downloads  £850,000 PR value
  12. 12. 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
  13. 13. 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.
  14. 14. Mobile Information  Major events  100 days  1.5m footfall  Information  Services
  15. 15. Operational plan 2012
  16. 16. 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
  17. 17. 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
  18. 18. K ey themes 2012 Culture Festivals FoodFest Summer Digital Christmas Trade
  19. 19. International marketing  Partnership with Birmingham Airport  International marketing - China - India  Route development  Gateway welcome
  20. 20. 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
  21. 21. Summary Delivery across a wider economic geography Alignment with national partners Capitalising on strong media coverage Relationships with partners are key
  22. 22. Stuart HeathHead of Marketing Partnerships, Visit England marketingbirmingham.com
  23. 23. 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?
  24. 24. 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!
  25. 25. The three year campaign
  26. 26. Media
  27. 27. A UK wide UK campaign
  28. 28. 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.
  29. 29. Stuart HeathHead of MarketingPartnershipsstuart.heath@visitengland.orgT. 020 7578 1440
  30. 30. David MoorcroftWest Midlands for 2012marketingbirmingham.com
  31. 31. Questions

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