Marketing Birmingham - Telling the city’s story event, 11/4/13


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Marketing Birmingham, the city’s strategic marketing partnership, held a joint event with the Public Relations Consultants Association (PRCA) on Thursday 11th April, designed to raise awareness of the organisation among local PR companies.

The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.

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  • Three key roles for Observatory Powers our propositions Tracks performance Strategic insight
  • Marketing Birmingham - Telling the city’s story event, 11/4/13

    1. 1. Marketing BirminghamTelling the city’s story
    2. 2. Welcome Bron EamesPRCA Midlands Chairman
    3. 3. Agenda6.30pm Bron Eames, PRCA Midlands Welcome6.35pm Rebecca Holloway and Sarah Long, VisitEngland PR-ing for England6.55pm Amanda Lowe, Marketing Birmingham Telling the city’s story7.15pm Questions7.20pm Meeting concludes
    4. 4. ‘PR-ing for England’by VisitEngland’sRebecca Holloway &Sarah Long
    5. 5. AGENDA• VisitEngland’s role• Promoting England & the UK• Future plans & opportunities for Birmingham
    6. 6. VisitEngland – Who are we?• VisitEngland is the country’s national tourist board• The trusted advisor of Government and• The tourism industry’s partner of choice• VisitEngland is a non-governmental organisation supported through a grant from the Department for Culture, Media and Sport (DCMS).
    7. 7. Our Top People• Chairman – Penelope, Viscountess Cobham• Chief Executive – James Berresford
    8. 8. Our Top People• The Rt Hon Maria Miller, Secretary of State for Culture, Media and Sport• The Rt Hon Hugh Robertson,Minister of State for Sport and Tourism
    9. 9. Our role • Our role is to grow the value of tourism by working with the industry to deliver inspirational marketing campaigns and to provide advocacy for the industry and our visitors. Our work is underpinned by robust research and customer insights. • The work of VisitEngland’s team provides leadership for the industry and one of our key objectives is to grow the sector’s value to the economy and to the community. • By leading on the marketing of England as a destination to domestic and established overseas markets, and through championing the visitor experience, VisitEngland works to increase the value of the nation’s tourism by 5% per annum over the next ten years. This will in turn provide around 250,000 new jobs.
    10. 10. England – a ‘Tourism de Force’• The tourism industry contributes £97billion to England’s economy – and touches everyone!• The industry employs 2 million people in England, and is one of the few industries that is growing.• Total number of overnight trips in England was 104million – the same as 2011. The amount spent on domestic overnight trips in England was up 9%, to £19.5bn – which is an all time high.• New figures from VisitEngland, released during English Tourism Week, show that day visits were up in 2012 in England by 12% (1.4 billion visits) with spend up 14% (£48 billion).• Long term holidaying at home remains far more common than pre-recession and outbound trips continue to be significantly below pre-recession levels.
    11. 11. What do we do?• VisitEngland activity is organised through four key areas:• Research and insights - providing data, intelligence and analysis to the industry and to government, industry communications and maximising the potential of London 2012 for England.• Integrated marketing - a number of campaigns have been developed working with both commercial and public sectors, including TV, press and digital promotions.• Business support - including implementation of national quality standards, modernisation of visitor information in the lead up to 2012 and championing the visitor experience.• Partnerships - working with a range of partners throughout the country to ensure successful delivery of the Strategic Framework and forging national commercial partnerships to optimise routes to market.
    12. 12. Promoting England& the UK – from acorporateperspective
    13. 13. English Tourism Week• National campaign celebrating the value of tourism to the UK economy.• Birmingham on board – Marketing Birmingham released Perceptions of Birmingham Research! New Alexandra Theatre, Priscilla Deal! Cadbury World offered 3 walks a day around Bourneville!• Various PR initiatives including Tourism Superstar sponsored by the Daily Mirror – one to start thinking about for next year.• Political engagement – Constituency Day, get your MP working at a visitor attraction, working the TIC or rustling up a Balti!
    14. 14. Regional Growth Fund• October 2011 VisitEngland awarded £19.8 from Government’s Regional Growth Fund for a 3 year campaign called Growing Tourism Locally.• The investment project is designed to boost tourism and stimulate 9,100 jobs around the country.• Two key strands involving destination and thematic campaigns.• Birmingham a key partner involved in destination campaign for Christmas 2012 and thematic Cultural Cities campaign.• Planning for year 2 will start end of May.
    15. 15. Wallace & Gromit – The Great Adventure
    16. 16. Wallace & Gromit• £4m, pan-UK integrated TV ad campaign – funded by Government and industry• Call to action to book through local travel agent.• TV ad goes live 12 May.• Aims to boost spend by £80m and over a million overnight stays.
    17. 17. Promoting England& the UK – from aconsumer PRperspective
    18. 18. Future Plans & Opportunities for BirminghamPR AIMS• Help grow tourism by 5% by generating over £80million AVE• Build on heightened awareness of England following Diamond Jubilee and Olympic Games• Combat potential media fatigue of England with creative PR initiatives
    19. 19. Future Plans & Opportunities for BirminghamHolidays at Home are GREAT - Part II• Wallace & Gromit road show• VIP screening• World at West End event
    20. 20. Future Plans & Opportunities for Birmingham101 THINGS TO DO BEFORE YOU GO ABROAD• The ultimate bucket list of “things to do before you go abroad” i.e. activities that are utterly unique to England, or those that compete on a global scale• St George’s Day launch• Broadcast, national and regional coverage secured• Consumer-facing Facebook app
    21. 21. RUGBY WORLD CUP• 2011 – Handover event• March 2013 - Hong Sevens• April 2013 - Venue announcements• June 2013 - British Lions tour• September 2013 – 2 years to go• November 2013 – 10 year anniversary of England’s World Cup victory• TBC 2014 – Tickets on sale• September 2014 – 1 year to go
    22. 22. KEY STORIES 2013THEMATIC CAMPAIGNS• Heritage  Romantic Heritage City Breaks• Culture  Cultural Cities• Coastal  English Seaside  Coastal escape• Countryside  Rural Escapes  The Great Outdoors
    23. 23. KEY STORIES 2013THEMATIC CAMPAIGNSThe RGF thematic campaigns will shapeVisitEngland’s PR and Editorial output,helping boost media coverage anddrive website traffic. This encompassesthe following channels:•Partner channels*•Image library• (includingMystery Photo Friday, A Day in the Life,We Love and expert insights)•Newsletters – domestic monthly(515,000), international quarterly(500,000) and monthly media e-newsletter (1500 journalists)•Facebook (160,000 likes)•Twitter (33,000 followers)•Flickr sets will be created to supportthematics•Pinterest and Instagram•Press releases with a call to the actionto the campaign URL
    24. 24. Our website is here to capture an audience interested in a day out in England, a short break or a holiday and deliver them to relevant industry sites for further information. The content aligns to our overall plan recognising UK travel trends and key holiday periods and the editorial team will put a call out to partners for content when required. STATS UV : 160,000 per month Average time on site: 3.5 mins OPPORTUNITIES •Competitions
    25. 25.
    26. 26. OnlineE-newsletters UK DOMESTIC MONTHLY ENEWSLETTER •Domestic database: 515,000 •Its purpose: to engage with our loyal audience & show them what is going on of interest the next month and helps forward planning •The content: aligns to our overall plan recognising UK travel trends and key holiday periods INTERNATIONAL QUARTERLY ENEWSLETTER •Quarterly intl database: total of 500,000 •Intl markets: Can, Aus, NZ, US, Fr, It, Sp, Ge, Belgium STATS •Click through rate: 16% •Open rate: 12% OPPORTUNITIES •Highest click through rate – competitions hosted on & opportunity to gain partner opt in data •Our best offers to be highlighted from what has been submitted and featured on
    27. 27. Facebook- 159,594 likes- growth approx. +300 p/w Competitions currently promoted through -Social media channels (Facebook, Twitter, G+) -e-newsletters & website What works: •Photos & apps: easily digestible content, easy & fun to share, UGC, Partner involvement etc. •Interactive content: questions, competitions, giveaways etc., i.e. Mystery Photo Friday •Quirky/fun content: one-offs, events, festivals, exhibitions
    28. 28. Twitter, YouTube, G+ Twitter -41,000 followers -Responding to press and general queries -Sharing content from DMOs & partners views: 127,527-Channel subscribers: 150-A channel to share DMOs’ video material & showcasing VE ad campaigns withpartners Google+ -146 have added VE to their circles -Not the most popular of our channels -Blog posts written by bloggers we work with covering press trips -Competitions with partners
    29. 29. About• A comprehensive tourism product• Populated with images that appeal to the domestic and international markets• Modernising the England imagery product
    30. 30. What we need from youWe would like to workwith you to buildEngland’s imageryproduct•Submit 100-200 imagesfor inclusion inVisitEngland Images•Create your own brandedlanding page•Work together on photoshoots
    31. 31. Why you should get involved• Partner landing pages• Increased exposure to the travel industry and media• Increased exposure to consumers• Regular feedback• Photo shoot funding and support Get involved Michelle Wood 0207 578 1470
    32. 32. PRWhat the PR team does• Creates and communicates stories to the press• Creates national round-ups and forecasts trends• Hijacks news• Organises and hosts press trips and events• Identifies comment and spokesperson opportunities PR’s resources• Travmedia media alerts Gorkana database• Vibe intranet International offices• Research & Insight team Image library• B-Roll library Periodical subscriptionsPR’s communication channels• Press releases• Quarterly media e-newsletter – 1500 journalists, editors, bloggers and new outlets• Deskside briefings• Bi-annual media networking events• Daily/Sunday Express editorials – combined circ. of 1.2 million
    33. 33. KEY STORIES 2013Key stories 2013 and beyond• Chelsea Flower Show 2014 centenary – Gardening •World War 1 centenary Tourism• Benjamin Britten centenary 2015 – Musical Heritage •Rugby World Cup• The Coronation Festival – Royal links •800th anniversary of Magna Carta• Launch of RIDE London – England’s best bike rides• 50 years of Doctor Who - Ongoing Sci Fi England •Set-Jetting• England Rugby League •Seasonal
    34. 34. PRWhat the PR team needs from you• Story ideas… with high resolution images• Newsworthy items – openings, launches etc• A close relationship with your DMO• Prompt responses for information call outs• Access to key spokespeople/characters• Assistance with familiarisation trips• Your support with press trips and events• Treat us as you would a journalist and pitch!
    35. 35. Don’t be a stranger• Sarah Long – Head of Corporate / 020 7578 1452 / 07500555651 / @sarahalexandral• Rebecca Holloway – Head of Destination / 020 7578 1429• Please send your press releases and news to and for potential use in story pitching to media and potential inclusion in VE and VE partner channels.• Email any competition prizes you’d like to put forward to for potential use in VE promotional channels.
    36. 36. Telling the city’s story Amanda LoweHead of Communications Marketing Birmingham
    37. 37. Visitor Economy Inward Investment Strategic Marketing Birmingham’s Economic Performance Document Document Sub-headline
    38. 38. A year of delivery Business Birmingham supported the creation of more than 4,000 jobs in the city region between April 11 – December 12 Birmingham’s visitor numbers at a record high of 33.5 million – our visitor economy is now worth £4.9 billion Meet Birmingham has led 47 city-wide bids for national and international events over the last 18 months The Observatory informs our programme strategies and identified the city’s key sectors for investment
    39. 39. Our programmes
    40. 40. Business Birmingham
    41. 41. Jobs created in the UK regions by foreign investors Regional UK city Jobs 2008-2012 Birmingham 11,917 Belfast 7,694 Manchester 7,638 Edinburgh 6,710 Liverpool 5,270 Glasgow 5,018 Leeds 3,728 Cardiff 3,583 Bristol 3,
    42. 42. Birmingham foreign investment Near 40% increase in foreign direct investment (FDI) projects against a 2% decline across the UK (2011/12) Secured more FDI projects than ever before in 2011/12 70% of 2012/13 investments handled directly by Business Birmingham GBSLEP will see highest FDI project growth levels of all UK LEPs
    43. 43. Changing perceptions Quality of Living 2011 global survey Most attractive UK regional city for quality of life Best to Invest - 2012 Fourth in Western Europe city rankings The only English city in the top ten European Cities and Regions of the Future – 2012 Top ten for FDI strategy and business friendliness for large
    44. 44. Recent
    45. 45. Birmingham active projects – by sectorSector composition(based on jobs) Business Professional and Financial Services 29.8% ITEC Advanced Engineering 21.9% 24.6% 9.4% Logistics Digital Life Sciences Media Food and Drink 5.7% 1.5% 7.3%
    46. 46. Business catalyst programmeProgramme Partner  Local labour pool analysis  Property and  Legal requirements  Advice on events Offer  Salary and ease of incubator  Cost analysis and target media recruitment information identification  Professional services  Joint PR  Co-ordinated university  Short term for business announcements careers service accommodation establishment  Promotional  Recruitment campaigns  Mobile services opportunities
    47. 47. Visit Birmingham
    48. 48. Sector performance Visit Birmingham achievements  Christmas campaigns International Domestic Birmingham 2012 2012 - delivered 3m visitors in 2011 - delivered Number of visitors 4.3m visitors in 2012 & 4% 30.9m 104m 33.5m increase in hotel occupancy Visitor value  TV commercial viewed £16.2bn people in £18.5bn by 29m £4.9bn 2012 Average stay 7.6 nights 5 nights 4.6 nights  New York Times recognition as top 20 Birmingham’s visitor 2012 destination in economy  Delivered - 10%more than 20 independent cultural  Supported growth since 2006  Supports - 60,000+ jobs from entry level - senior mgt festivals  Generated - significant capital investment 10 new hotels  Welcomed 2.5m visitors through dedicated in last 18 months information service
    49. 49. Christmas 2012 evaluationHotel occupancy +80%, peaking at 85% in mid December (4% increase on 2011)Hotel revenues up by 11% on 2011 to more than £7.7 millionChristmas market 4.3 m footfall, delivering £85m economic impact Document Headline Document Sub-headline
    50. 50. Putting a spotlight on cultureCelebrating diversity the next generation – 11 organisations and 70 individualsVolume and value – to drive overnight visitors using culture as the attract motivatorMulti-channel campaign – March/April 2013 targeting national and regional visitors
    51. 51. Visit Birmingham 13/14 activity plansCulture Nationally focused campaign with Visit England Continued support of 20+ festivalsSeasonal thematic campaigns Summer – food, attractions, sport Winter – retail, seasonal attractions Events – sport, cultureInternational Birmingham Airport and Visit Britain partnership Target group travel and travel intermediaries Trade events – Nordic countries, Germany, China, India, USA
    52. 52. Meet Birmingham
    53. 53. Meet Birmingham achievements 2012/13 International National Total impact New events 6 8 14 secured Bed nights 11,200 22,100 33,300 generated Est. impact £5.1m £8.2m £13.3m  Sales missions - 30 national & international  Ambassador programme - generated 5 events in collaboration with Universities
    54. 54. Meet Birmingham 13/14 activity plans Targeting agency, corporate and association markets Supporting the Ambassador programme National events - Confex – London, March - The Meetings Show UK – London, July International events - IMEX Europe – Frankfurt, May - IMEX USA – Las Vegas, October - EIBTM – Barcelona, November
    55. 55. Regional Observatory Works for our programmes, our partners and takes external research commissions. Recent work has included research into:  Business Birmingham’s key target sectors  Fast growth SMEs  Hotel performance  Visitor perceptions of Birmingham  Skills agenda  Inward investment trends  Economic impact of the visitor economy  Provided data and intelligence for organisations including Careers Service West Midlands, the Association of Colleges, Birmingham City Council and the Greater Birmingham & Solihull
    56. 56. Working with us
    57. 57. What we do  Media relations – Proactive and reactive creative campaigns  News – research, economic trends, results, commentary  Thought leadership  Media visits  Press office  Stakeholder & city partner engagement  Online content & social media  Corporate events
    58. 58. Media coverage from 1100 hits worth more than £7.1 millionApr 2011 - Dec 2012 “I enjoyed the exceptionally solid support from Business Birmingham when I was recently doing some interviews for a feature story on Chinese investment there. They helped me arrange all the interviews with Chinese investors, local business leaders and local companies working with the Chinese in advance, making my trip to the city much more fruitful than I expected. “I think they are very helpful people and I very much enjoyed working with Business Birmingham.” Zhang Haizhou, Chief London Correspondent, China Daily
    59. 59. Media coverage from 1900 hits worth more than £16.7 millionbetween Apr 2011 - Dec 2012
    60. 60. Partnership programme Marketing Birmingham works with some 425 local companies  65% growth over the last 18 months Work to tailored objectives based around three principles. For businesses this can include:  Content - Access to our marketing & communications channels, data, sales missions and business development events  Profile - Relevant involvement in our media work  Influence - Access to a wealth of public & private sector relationships with key influencers and decision makers
    61. 61. Commercial
    62. 62.
    63. 63. Tools Culture media briefing pack for Visit Birmingham
    64. 64. ToolsWe can also support you with:Press pack info on the city’s offer – visitor and businessImagesItineraries – available onStats and factsCase studiesQuotes and comments
    65. 65. Contact us Amanda Lowe Head of Communications Email: Direct: +44 (0) 121 202 5075 Mobile: +44 (0) 7766 465 670 Rebecca Bannister PR Manager Email: Direct: +44 (0) 121 202 5112 Mobile: +44 (0) 7903 924 896 Ellie Rance PR Executive Email: Direct: +44 (0) 121 202 5002 Tom Marlow PR Assistant Email: Direct: +44 (0) 121 202 5088
    66. 66. Contact us @business_bham Business Birmingham @visit_bham Visitbirmingham @meetbirmingham
    67. 67. Or, have a look at....
    68. 68. Thank youAny Questions?