Commercial Members meeting
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Marketing Birmingham is working with organisations across the city region ahead of an incredible across the city region ahead of an incredible September which will see new openings, international sporting events and world-class festivals all come together,
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Commercial Members meeting
- 2. Commercial members Agenda Welcome & opening comments Emma Gray, Marketing Birmingham Marketing Birmingham operational update Emma Gray, Marketing Birmingham Birmingham City Council - Transportation Anne Shaw, Birmingham City Council John Lewis Birmingham Lisa Williams, John Lewis Birmingham Q&A session
- 3. EMMA GRAY Director of Marketing, Marketing Birmingham
- 4. VISITOR ECONOMY INTERNATIONA LVISITORS UP 33 % 34 MILLION VISITORS UP 12% SINCE 2006 BEST UK DESTINATION GROUP LEISURE AWARDS 2014 30,000 BED SPACES AND GROWING 32 PLACES HIGHER ICCA RANKING HIGHEST HOTEL OCCUPANCY RATEON RECORD NOVEMBER 85% MOST POPULAR CONFERENCE AND EVENT DESTINATION OUTSIDE LONDON £11 MILLION ECONOMIC IMPACT FROM BCB EVENT WINS
- 5. DOING BUSINESS GOING GLOBAL CULTURAL SHOWCASE GOING LOCAL GREATER BIRMINGHAM & BLACK COUNTRY VISITOR ECONOMY STRATEGY
- 6. VES: DOING BUSINESS SOURCES: Associations Highest value as multi-day/event, overnight Multipliers Events agencies for corporate business PCO’s for Association business GEO TARGETS: Domestic International - focus on Near European markets (specifically Brussels, France, Germany, Holland) SECTOR TARGETS: Focusing effort – industries, markets
- 7. VES: CULTURAL SHOWCASE PRIMARY ROLE Profile and promote the area’s cultural programme across all consumer marketing campaign as part of the city regions rich offering of things to see and do (i.e. Attractions, retail, F+B). To ensure the quality of life message is integrated and profiled across all programmes SECONDARY ROLE To support lead organisations’ with development of the programme and products Why vi si t ? Integrating and profiling Birmingham’s personality
- 8. VES: GOING LOCAL DOMESTIC TOURISM Playing to the strength of Greater Birmingham’s central location, its large population catchment and investment in its attractions to grow the volume and value of day visitors. *Source: 2013 Birmingham Visitor Survey, Regional Observatory North West 9.9% East Mids 5.6% London 18.5% South East 22.2%
- 9. VES: GOING LOCAL LOCAL ENGAGEMENT Within the area engender local pride and understanding of the offer so they can be ambassadors for the city region and enhance perceptions and thereby encouraging consumption of tourism at a regional, national and international level. #TEAMBRU M
- 10. 2015/16 OVERVIEW THREE ACTIVITY PILLARS Birmingham's Visitor Economy growth targets will be delivered via three work streams: International programme – near European and select long haul markets Doing Business – focusing on sources, sectors and geographic markets Welcome to More campaign – overarching B2C and B2B campaign
- 11. INTERNATIONAL PRIORITIES India USA Nordics Russia Brazil GCC Japan Germany France Italy Netherlands Greater Birmingham Visitor Economy Growing Volume and Value Develop/Grow Maintain/Grow Nurture China
- 12. IPS results 944,000 international visits in 2014 More than 33% increase past two years New routes/developments FEBRUARY Icelandair daily into US via Reykjavik MAY American Airlines daily into JFK JULY China flights for summer period AUGUST Emirates increase – third daily flight to Dubai Norwegian – new routes to Barcelona, Madrid & Malaga GOING GLOBAL
- 13. GOING GLOBAL Near European markets Activity Partners Spain Germany Italy Belgium specifically Brussels Multi- campaigns Sales missions + FAM trips Digital campaigns Experiential showcase + lead gen missions
- 14. Long haul markets Activity Airline partners GOING GLOBAL USA (East Coast Focus) China Japan India Multi- campaigns + PR FAM trip BHX Charter flights Experiential showcase + sales mission Experiential showcase + sales mission
- 15. DOING BUSINESS Trade focused activity – by sector & market
- 17. Sales activity - Going Global Packages -attract and retain Lead generation - Going Local Events@ Meetings Show UK IMEX Frankfurt Brussels mission Showcase 2016 Tools: Ambassadors Meet Guide 2015/16 Welcome to More Support: Microsites Bid support Accommodation Venue location DOING BUSINESS
- 18. WELCOME TO MORE Destination campaign
- 20. 28th - 31st August Liverpool Media Wall The Digi–Bridge Two Towers East Manchester Media Wall Campaign – Outdoor (activation in line with national print campaign) 18th - 21st September The Digi–Bridge Two Towers East Great Northern Link
- 21. Welcome to More 2015/16 campaign With Birmingham gearing up for a host of landmark events throughout the summer and autumn, Marketing Birmingham has created a long- term campaign called Welcome to More. Welcome to More highlights the transformation the city is experiencing, with over £1 billion in investment now coming to fruition. It encompasses everything the city region will have to offer – from the £600 million redevelopment of New Street station, to major cultural events including the Birmingham Weekender and The Big Hoot.
- 22. Door drop – summer season #1 door drop Targets: 1-1.5hrs travel, focusing on lifestyle and demo segmentation Geo distribution: London, Liverpool, the ‘Shires’ Response: website, calendar download and booking
- 23. RADIO Live from 20th July – October 2015 Adverting – air time Digital – video advertorial and social media
- 24. SAMPLE – press advert National media activity - Press campaign w/c 24th August and w/c 14th Sept (Sunday magazines)
- 25. Welcome to more e-advert 30 second advert Targets: AB’s 60/90 min drive time Distribution: 4VO, Sky and Response: website and booking
- 26. Birmingham Look Book – for media and key opinion formers Distributed from September 2015 onwards, showcasing Birmingham’s changing landscape during the 2015 period and featuring the destination into 2016
- 27. Stories
- 28. Festivals Planner Downloadable calendar Purpose: to provide an overview of Birmingham’s Festival calendar Response: inspire visits and attendance at festivals across the year. Distribution: via adverting campaign (see next page), social media and e- comms
- 29. SUPER SEPTEMBER Grand Central opens: 24th New Street Station opens: 20th Birmingham Weekender: 25 – 27th Birmingham Independent Food Festival: 12th -13th Moseley Folk Festival: 4th – 6th Rugby World Cup games: 26th & 27th EGX 2015: 24th – 27th Brindleyplace Chilli festival: 19th Rugby World Cup Fanzone: 18th – 27th Birmingham Heritage Week: 10th – 17th Michael McIntyre (Barclaycard Arena): 18/19/25/26th Grand Central opens: 24th Birmingham Weekender: 25th – 27th The Mailbox – full launch Resorts World Birmingham
- 30. REST OF 2015 Japan sales mission: Networking event Pre-scheduled appointments with travel trade buyers and key press
- 31. Reflections Jan 24th Hidden Spaces Jun 6th Street Art Apr 11th City culture TBC September More Birmingham Instameet Exhibition November 2015 BIRMINGHAM INSTAMEETS
- 32. 2016 ACTIVITY
Editor's Notes
- 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.
- 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.
- Over the last year we have seen substantial growth with the Visitor economy sector and together we’ve made massive progress ... In 2013 Visitor figures reached a record high, which has positively impacted on the sectors economic footprint - with more people spending more time and more money in the region. We’ve seen a huge increase in international visitors from both established and growth markets, for example, last year we grew inbound tourism from the BRIC markets by over 10%. And we’ve also achieved a big boost in our ICCA ranking, which the global league table for business tourism and further position the area on the international map. N The city region has also received industry recognition ... Voted the UK’s Best Destination for Groups for the second year running. Ranked the premiere regional conferencing and events destination for the fifth year running (BMEIS survey). NOVEMBER
- GBSLEP commissioned Marketing Birmingham to lead a cross-LEP project to deliever a Visitor Strategy for the Greater Birmingham and Black Country area. Over the last 12 months, hundreds of businesses and individuals have been consulted and they have helped to shape the strategy which will become a blueprint for the Visitor Economy for the period the next 15 years. Working across these four themes, the strategy aims to increase the area’s market share of leisure and business tourism, with a strong emphasis on international growth to achieve economic success for the area.
- Business tourism events – IMEX Frankfurt, Conservatives, Meet Birmingham Showcase, Meetings Show UK The number of international business visits has increased by 35% (source: 2012 to 2013 IPS). Busines tourism is important to Birmingham’s economy, for example the recent Conservative Party Conference in September contributed to highest ever hotel occupancy figures (82%). The industry has had challenging times following the post recession period, however we are starting to see an up turn in business, Over past 12 months we have confirmed wins that will deliever economic impact of over £11m Venue location value has doubled from 2012/13 to 2013/14, and is on track to be higher again for 2014/15
- Next two events planned April 11th – Street Art – supported by City of Colours festival, will be a walking route around Digbeth showcasing incredible street art June 6th – Hidden Spaces – supported by Hidden Spaces, aims to show Instagrammers parts of the city they may never have seen before Final event in September, theme TBC Will culminate in exhibition in November – supported by Ikon Gallery.