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Commercial Members Meeting #BrumLibrary 17.07.13


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Marketing Birmingham welcomed Brian Gambles, Project Director at the Library of Birmingham and Stuart Rogers, Executive Director at Birmingham Repertory Theatre to discuss the redevelopment of the venues and their imminent reopening this September.

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Commercial Members Meeting #BrumLibrary 17.07.13

  1. 1. Commercial Members Meeting 17th July 2013
  2. 2. Welcome Neil Rami Chief Executive
  3. 3. Agenda 1. Welcome - Neil Rami, Marketing Birmingham 2. Brian Gambles, Project Director, Library of Birmingham 3. Stuart Rogers, Executive Director, Birmingham Repertory Theatre 4. Emma Gray, Director of Marketing Services, Marketing Birmingham 5. Questions & answers 6. Meeting concludes
  4. 4. Library of Birmingham Brian Gambles
  5. 5. Library of Birmingham Brian Gambles Marketing Birmingham Breakfast FUTURE CITY FUTURE LIBRARY The Library Experience The Knowledge Hub Community Engagement
  6. 6. Thank you for listening Opens 3rd September 2013
  7. 7. Birmingham Repertory Theatre Stuart Rogers Executive Director
  8. 8. Digital Update Emma Gray Director of Marketing Services
  9. 9. Document Sub-headline Document Headline Volume & Value RevPAR Strategic challenges Connectivity and route development Product for new audiences + visitors Product packaging Route to market Thematic campaigns International partnerships Trade focus International partnerships Pipeline building & conversions Sector led focus
  10. 10. Maximising the digital environment Providing inspiration Visitors are increasingly demanding authentic experiences and are going the extra mile to find value for money; user generated web content underpins this trend. Connect with multiplier sources Official and facilitator websites are used for planning and booking. Social media used for inspiration and confirmation around decision making. Seeing is believing – photos, films, clips Understanding the market Adopting the approach by market – adapting tactics and channels according to the geo target 81% of visitors intending to book a destination will engaging with online user generated content
  11. 11. Gaining global reach – conversion Leading online travel agents (OTA’s) Accommodation providers - Hoteliers, service apartments Leading consumer websites  - Microsoft: forecast, maps,  - Google: Frommers, ITA, maps  - Apple: maps + travel Official sources - Destination marketing organisations Facilitators – comparison sites WOW – - social media - consumer comments and reviews - - influencer opinions
  12. 12. – the official tourism site Insert key stats ---------------------
  13. 13. Profiling your business Business profile Direct link Itinerary option Catergories
  14. 14. MPU’s + banner advert London Midland’s MPU campaign generated over 770,000 impressions over a 12 month period Email – monthly and solus Database of 36,000  
  15. 15. Incentivising visitors
  16. 16. Inspiring visitors – e-itineraries Themed activity days Geographical tours
  17. 17. Time suggestions, inspiration and the logistics Easy to share Visitor orientation Accommodation E-itineraries
  18. 18. Social media Campaign integration – season, themed activity across owned, earned and paid. Bespoke campaigns – Big up Birmingham, Love UK, 101 app and theme- led activity. Supporting business – Profiling members and raising awareness of events, activity, venues that will inspire and attract visitors. Customer service – visitor questions, endorsements, views and complaints. Reputation management – out of hours monitoring, media and stakeholder
  19. 19. Resources Images Video Case studies Brand Narrative Facts Stats
  20. 20. @visitengland
  21. 21. @visitbritain
  22. 22.
  23. 23. National tourism campaign Summer 2013 LIVE June – September - profiling Birmingham’s culinary offer to drive overnight leisure visitors during summer season. Eat Buy See Do Primary attract brand – food Canals Secondary attract products Parks Cycle Day inspiration Visitor Overnight conversation
  24. 24. Summer 2013 – digital focus Web portal content rich Smart phone app Digital advertising Social and e-dm campaign
  25. 25. Smart phone app Foodie trails
  26. 26. Food heroes Weekly profiles
  27. 27. Document Headline Document Sub-headline Christmas 2012 results Group travel - increased by 35.9% coaches and 37.3% visitors Hotel occupancy - +80%, peaking at 85% in mid December (4% increase) Hotel revenues - up by 11% on 2011 to more than £7.7 million Digital - increased database by 250%, email click through rates up by 50% and competition entries increased three-fold.
  28. 28. Christmas 2013 and New Year National domestic tourism campaign – working with Visit England from end September onwards to profile Birmingham’s festive offer and drive overnight leisure visitors Partnership opportunities – hotels, restaurants, bars, markets, producers and festivals Seasonal web portal E-Festive films Digital advertising and social seeding Incentives - offers Digital trails Competitions
  29. 29. Get involved Follow us: Social media - - Twitter - - Facebook - - Pintrest Talk about Birmingham: Use the toolkit – images, films, facts and stats Drive business: - Competitions - Offers - Campaign partner Enhance your profile: - MPU’s - Banners - Solus emails Develop you trade links: - - Sales missions - - Exhibitions - - Digital Share your news: Events Menus Deals Corporate PR
  30. 30. Questions