Commercial Members Meeting 19th June 2014
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  • Progress: <br /> <br /> Birmingham attracts the largest number of inbound Indian visitors than any other regional city <br /> <br /> Early 2014 campaign focusing on Delhi to attract visitors delivered 50% increase in bookings <br /> <br /> Sales activity includes SATTE (Jan 14) as part of UK delegation and Jul/August 2014 travel trade pilot programme <br /> <br /> Partnership with Air India has been important, also Emirates and Turkish to help drive traffic. <br /> <br /> Emma will be working with trade to train them in the Birmingham offer in Delhi, Bangalore, Amritsar and Mumbai
  • Key market for Greater Birmingham – has actually seen a small decline at a national level for the UK but remains a key market and VB are actively revitalising the offer. <br /> <br /> First half 2014 worked with VB focusing on the LGBT market – part of multi city campaign that aims to inspire touring honeymooners. <br /> <br /> Second part of 2014 – focusing on sales mission and trade development (Sept.) , Alongside media outreach

Commercial Members Meeting 19th June 2014 Presentation Transcript

  • 1. Marketing Birmingham Commercial Members Meeting 19 June 2014
  • 2. Welcome Ian Taylor Commercial Director
  • 3. Agenda 8.00am Welcome & opening comments Ian Taylor, Commercial Director, Marketing Birmingham 8.05am Marketing Birmingham operational update 8.30am Developing International Markets: panel discussion Jo Lloyd, Commercial Director, Birmingham Airport Jo Leslie, GREAT China Welcome Project Manager, Visit Britain Ravinder Masih, Head of Villa in the Community, Aston Villa FC 9.00am Members Meeting concludes 9.30am GREAT China Welcome Seminar
  • 4. Operational Update Ian Taylor Commercial Director
  • 5. Visitor Economy Strategic MarketingInward Investment
  • 6. 4337 61 FDI PROJECTS LANDED 5% 32% NEW JOBS CREATED INCREASE IN HOTEL RevPAR* INCREASE IN INTERNATIONAL VISITOR NUMBERS* £16mMEDIA COVERAGE *compared to 12/13
  • 7. Total new FDI job successes Regional FDI performance 2010/11 2011/12 2012/13 Provisional 2013/14 Birmingham 276 1386 2271 2192 BB responsible N/A 70% 55% 90% GBSLEP 764 3502 3990 4337 BB Responsible N/A 28% 33% 45% West Midlands 1623 5780 6489 7014
  • 8. Key 13/14 projects
  • 9. Capital investment
  • 10. 20 new air routes Visitor economy performance International visitors + 32% 941,000 Hotel occupancy + 5% *compared to 12/13 Social media +10% +19%
  • 11. 2013/14 Christmas + New Year +118% Growing reputation Inbound bookings increased by 24% UK’s Fastest growing 2014 Valentines destination, sales up 80%
  • 12. Greater Birmingham and Black Country Visitor Economy Strategy + Volume + Value£
  • 13. Media highlights
  • 14. 14/15 priorities
  • 15. Business Catalyst Breeze Social Media Award Lead Generation Agents International priorities 2014/15 Nurture Greater Birmingham Visitor Economy Growing Volume and Value China Develop/Grow Maintain / Grow India USA Nordics Russia Brazil GCC Japan Germany France Italy Netherlands
  • 16. China Great China Welcome Charter
  • 17. India
  • 18. USA
  • 19. Nordics
  • 20. Maintain/Grow
  • 21. Nurture
  • 22. Social Media 0 10 20 30 40 50 60 70 80 Birmingham Manchester Bristol Liverpool Brighton London Cardiff Klout profiling
  • 23. This is Birmingham Summer 2014
  • 24. #BsideBrum
  • 25. #BsideBrum
  • 26. Leads generated £2.5m 75%
  • 27. Confirmed repeat conferences for 2015 BSAVA IBMS RCPCH The Birmingham Welcome Work with overseas reps to develop leads
  • 28. Visitor Economy Strategic MarketingInward Investment Partner opportunities Summer/Autumn 2014  This is Birmingham  Christmas 2014  International sales  Showcase events  US/China sales missions  #techbrum  EXPO REAL & MIPIM  Catalyst programme  Greater Birmingham initiative  Conservative Party Conference 2014  2015 campaign
  • 29. Developing International Markets Panel Discussion 19 June 2014
  • 30. Developing International Markets panel discussion Jo Lloyd, Commercial Director, Birmingham Airport Jo Leslie, GREAT China Welcome Project Manager, Visit tain Ravinder Masih, Head of Villa in the Community, Aston Villa
  • 31. Marketing Birmingham Commercial Members Meeting 19 June 2014