Marketing Birmingham Commercial Members Meeting - 26.02.14 (Ian Taylor)


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    We’re reflecting on a strong performance across our business areas. In the first full year of operation, Business Birmingham has not only refined its strategy into one of the keenest inward investment strategies of any UK city, it has also delivered where it matters: in the securing of projects that create jobs.
    We’ve continued our positive trajectory in attracting more visitors to the city, not only has the number of people coming here increased, the value of their spend to the economy also grew.
    In an exceptionally competitive market, we’ve worked in partnership with The NEC Group, our Universities and a host of other venues to develop a strong pipeline of national and international event bids.
    We’re also using the intelligence capabilities of the Observatory to ensure our strategies and propositions are powered buythe most up to date and insightful data possible – helping us make the business case for Birmingham in all of our programme areas.
  • Marketing Birmingham Commercial Members Meeting - 26.02.14 (Ian Taylor)

    1. 1. Commercial Members Meeting 26th February 2014
    2. 2. Welcome Ian Taylor Commercial Director
    3. 3. Agenda 8.00am Welcome Ian Taylor, Commercial Director, Marketing Birmingham 8.05am Transforming The Mailbox Sam Robinson, Head of Marketing, Milligan Retail 8.25am Marketing Birmingham Operational Briefing Ian Taylor, Commercial Director, Marketing Birmingham 8.45am Questions 9.00am Meeting concludes
    4. 4. Transforming The Mailbox Sam Robinson, Head of Marketing Milligan Retail
    5. 5. Operational Briefing Ian Taylor Commercial Director
    6. 6. Christmas 2013 ‘Now trending in Birmingham’ Increase the number of visitors and visitor spend, focusing on overnight visitors Hotel occupancy and revenue Raise awareness of Birmingham as a great place to visit during the Christmas season
    7. 7. Advertising ABC1 targets within one hour travel – car and train Doordrops PR Increase visitor numbers and value ABC1 targeted with a reach of 600,000 Media profile, with hosted journalist visits Partners Attractions, retail, accommodation, transport Digital Social media, website and enewsletter channels Visitor experience Market Meet & Greet service Document Headline Document Sub-headline
    8. 8. Website 91% increase in unique visitors Print & online ads 6.2 million reach City centre footfall 10% increase year on year Social media 10% 19% “Among highest ever engagement rate!”
    9. 9. Hotel Occupancy 1.5% increase year on year PR & Media value 124% increase Hotel RevPAR 9% increase year on year
    10. 10.  Second phase targeting key foodie and trade publications  Highlighting key events & festivals including Chef’s Table  Promoting city’s foodie reputation
    11. 11. Meet/Visit sales missions  IMEX USA - key event for American audience  VisitBritain India sales mission - Mumbai & Delhi  VisitBritain Nordics sales mission - sales appointments with travel trade  AIME - Asia-pacific market
    12. 12. Visit & Meet Birmingham campaign impact 2013/14 Campaign Period Website traffic Hotel RevPAR Hotel occupancy See more, feel more (culture) Mar – Jun + 5% + 4.5% + 4.7% Birmingyum (food) Jun – Aug + 49% + 5% + 7.4% Now trending (Christmas) Oct – Dec + 69% + 1% + 7.3%
    13. 13. Meet Birmingham performance 2013/14 Event Bids Pending Confirmed Bednights International 10 6 1 9000 National 17 7 8 6200 Enquiry source % Sales activity (missions/exhibitions) 67 Partner venue referrals 30 BCC referral 3 BCB venue location Events confirmed Event value 2013/14 71 £318,260 2014/15 14 £189,279
    14. 14. Growing reputation  Fastest growing Christmas & New Year destination – 118%  Fastest growing Valentines destination – 80%  Best start-up hotspot outside of London  fDi Magazine – Top 25 European Cities of the Future (19 th)  fDi Magazine – Top 10 Large cities for fDi strategy (3 rd)
    15. 15. International priorities 2014/15 Greater Birmingham Visitor Economy Growing Volume and Value Develop/Grow Maintain / Grow China Germany Russia India France Brazil USA Italy Business Catalyst Netherlands GCC Nordics Nurture Lead Generation Agents Breeze Social Japan Media Award
    16. 16. India market  India is ranked in the top 5 markets for Birmingham  50% increase in bookings  Key interest areas: shopping, sport, culture, food
    17. 17. Meet business development  VisitEngland German sales mission - 3 cities in 3 days  Best of Britain & Ireland 2014 - business & leisure tourism  C&IT Association Forum 2014  - pre-scheduled sales appointments  Meetings Show UK  2014 - hosted buyer exhibition
    18. 18. Where the World Meets – phase 2  Real people, real expertise  Advertising: targeting key trade publications  Social media: highlighting individual profiles and thought leadership across the city and Business Catalyst Lead regionGeneration Agents Breeze Social Media Award
    19. 19. relaunch    Business Catalyst Following user experience research Refocused to organisers vs delegates Improved visibility of enquiry forms and BCB services Lead Generation Agents Breeze Social Media Award
    20. 20. Meet Birmingham Pipeline No of conferences No of delegates Bednights International 8 24,990 71,460 National 5 2,700 4,650 13 27,690 76,110 National – 6% International – 94%
    21. 21. Visit England Cities campaign ■ Domestic campaign ■ Time Out magazine ■ #moreBirmingham
    22. 22. Domestic targets 2014/15  RGF funded campaign - domestic market - Birmingham vs international cities  Objectives - increase overnight stays - promote the city’s tourism offer  This is Birmingham - using the 30 sec film - digital, door drop and TV advertising
    23. 23. Lead Generation Agents
    24. 24. “a year of essential events, programmes and activities to showcase the scientific spirit, heart and minds of the Birmingham city region” For visitors, students & academic communities
    25. 25. Greater Birmingham Visitor Economy Strategy Marketing Birmingham in partnership with the Greater Birmingham LEP and the Black Country LEP have commissioned Blue Sail Consultants to develop a Visitor Economy Strategy and Action Plan(s) The project focuses on the visitor economy as a whole rather than just tourism per se.
    26. 26. Greater Birmingham Visitor Economy Strategy PURPOSE Project outputs will: be used to provide strategic guidance for development of the sector in the short, medium and longer term act as a tool to guide and coordinate the work of Marketing Birmingham, partner organisations and businesses in the sector provide a coherent rationale that can be used to support future funding bids
    27. 27. Creating a TBID Focus activity and work together to invest in the areas that can help grow business Create a new industry led vehicle with the aim of increasing overnight visitors Attract new overnight visitors, aiming to grow hotel revenues and increase RevPAR
    28. 28. To continue Birmingham and Solihull’s current growth trajectory and maximise the impact of the huge investment in our infrastructure will require a new approach to promoting the visitor economy. Public sector funding will significantly diminish in 2014. It’s an increasingly competitive global market place out there. We need to FOCUS and work together. We need to INVEST in our future, so we can GROW our markets. The creation of a TBID for Birmingham and Solihull is an opportunity for you to shape the development and promotion of Birmingham and Solihull as a visitor destination. It is your chance to work with partners to bring more custom to the region, build your business and boost the area’s reputation The TBID will focus on profitably growing the number of overnight visitors to Birmingham and Solihull in order to help grow hotel revenues and improve trading performance
    29. 29. Questions