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Marketing Birmingham Commercial Members Meeting 27.02.13

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Marketing Birmingham Commercial Members Meeting 27.02.13

  1. 1. C ommerc ial Members Meeting 27th February 2013 marketingbirmingham.com
  2. 2. Welc ome Tim Manson Operations & Policy Directormarketingbirmingham.com
  3. 3. Agenda 9.00hrs Tim Manson, Marketing Birmingham 9.05hrs Malcolm Pitt, Programme Manager, Network Rail 9.20hrs Keith Stone, Leasing Director, Grand Central Birmingham 9.35hrs Ian Taylor, Marketing Birmingham Operational Update 9.50hrs Questions & Answers 10.00hrs Meeting concludesmarketingbirmingham.com
  4. 4. Redeveloping New Street station Laying the foundations for Grand Central
  5. 5. CLICK TO ADD TITLE • first level item • second level itemThe heart of a city • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should: • comprise short, snappy phrases – not multiple or complex sentences • start with a lower case letter • have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  6. 6. CLICK TOOF A NETWORK THE HEART ADD TITLE• • first level item Approximately 200 stations direct• Circa 90% of the rail network with one • second level item change• 80% of rail services into Birmingham• Busiest stationthird level item • outside London• 40 million people a year and growing • fourth level item• 79% of them ABC1 demographic• High proportion of leisureRail standard PowerPoint slides Network travellers• Train every 37 seconds bullet points (particularly in presentations) should: Please note • comprise short, snappy phrases – not multiple or complex sentences • start with a lower case letter • have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  7. 7. A MAGNET FOR TO ADD TITLE CLICK INTERURBAN TRAVELLERS •Rail car parkinglevel item firstspaces within: • second level item• 20 mins - 8500• 30 mins - • third level item 12000• 40 mins - 14500 • fourth level item• 60 mins – 20000• And growing… Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should: • comprise short, snappy phrases – not multiple or complex sentences • start with a lower case letter • have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  8. 8. THE PAST CLICK TO ADD TITLE• • first level item Limited passenger capacity• Poor access to both concourse and platforms• • second level item Poor experience• No natural light• • forthird level item Can’t cater growth• Poor connectivity fourth level item • across city• Hinders economic growth & regeneration Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should: • comprise short, snappy phrases – not multiple or complex sentences • start with a lower case letter • have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  9. 9. CLICKTHE PRESENTTITLE TO ADD• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  10. 10. CLICKTHE FUTURE TITLE TO ADD • first level item• Space • second level item• Access • third level item• Quality• Light • fourth level item• A landmark Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• A gateway • comprise short, snappy phrases – not multiple or complex sentences • start with a lower case letter • have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  11. 11. CHALLENGING DELIVERY CLICK TO ADD TITLE • first level London Busiest station outside item City centre location • second level item Workplace for 1,500 •Car third level item park rail staff Shopping centre • fourth level item Office block Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should: • comprise short, snappy phrases – not multiple or complex sentences • start with a lower case letter • have no punctuation at the end of each bullet point Operational RailwayTrain movement everyTo seconds 37 continue press Alt + E (then +D) Underground station
  12. 12. CLICK WE’RE DOING IT HOW TO ADD TITLE• Phase 1:level- 2013 first 2010 item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D) Phase 2: 2013 - 2015
  13. 13. WHAT WE’LL SEE FROM APRIL CLICK TO ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  14. 14. BEHIND CLOSED DOORS CLICK TO ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  15. 15. NEW ENTRANCES CLICK TO ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  16. 16. NEW CITY CONNECTIONS CLICK TO ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  17. 17. CLICKLEWISADD TITLE JOHN TO UNDERWAY• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  18. 18. CLICK TOSEE FROM 2015 WHAT WE’LL ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  19. 19. IT’S EASIER TO SHOW THAN TELL CLICK TO ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  20. 20. AND IT DOESN’T STOP TITLE CLICK TO ADD THERE …• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  21. 21. And now for the interesting bit…
  22. 22. Grand Central Keith Stone
  23. 23. CLICK TO ADD TITLE THE OPPORTUNITY• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  24. 24. CLICK TO ADD TITLE 250,000 Sq Ft JOHN LEWIS• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  25. 25. CLICK TO40 SHOPS OVER ADD TITLE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  26. 26. CLICK TO ADD TITLEMORE THAN 15 CAFES & RESTAURANTS• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  27. 27. CLICK TO ADD TITLE QUALITY ENVIRONMENT• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  28. 28. CLICK TO ADD TITLE CITY SYNERGY• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  29. 29. CLICKNEW RETAIL TITLE 1,000 TO ADD JOBS• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  30. 30. CLICK TO ADD TITLE TIMELINE• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  31. 31. CLICK TO ADD TITLE AMBASSADORS• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  32. 32. GRAND CENTRAL TOUCHES EVERYONE CLICK TO ADD TITLE CONSUMER MARKETING• first level item • second level item • third level item • fourth level item Network Rail standard PowerPoint slides Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  33. 33. CLICK QUESTIONS TITLE TO ADD• first level item • second level item • third level item Malcolm Pitt • fourth level item Network Rail standard PowerPoint slides Keith Stone Please note bullet points (particularly in presentations) should:• comprise short, snappy phrases – not multiple or complex sentences• start with a lower case letter• have no punctuation at the end of each bullet point To continue press Alt + E (then +D)
  34. 34. Operational Update Ian Taylor Commercial Directormarketingbirmingham.com
  35. 35. S ec tor performanc e – nationally Vis it B irmingham ac hievements  Christmas campaigns - delivered 3m visitors in 2011 International Domestic Growth trend 2012 2012 - delivered 4.3m visitors in 2012 & 4% Number of increase visitors in hotel occupancy 30.9m 104m  TV commercial viewed by 29m people in 2012 Visitor  New value York Times recognition as top 20 £18.5bn £16.2bn destination in 2012 Bed nights  Supported (average) more than 20 independent cultural 7.6 5 festivals  Welcomed 2.5m visitors through dedicated information service
  36. 36. S ec tor performanc e – B irmingham 2012 Growth trend Visitor volume 33.5m Visitor value £4.9bn Bed nights (aver.) 4.6m  Delivered - 10% growth since 2006  Supports - 60,000 + jobs from entry level to senior management  Generated - significant capital investment (10 new hotels) in last 18 months
  37. 37.  Image  Xxx  Xxx  xxx Opportunities Barriers Global trends  Lack of awareness of  Post-2012 – games + celebrations  Economic performance anything outside London  Large global aviation issues  Domestic perceptions  Increasing competition and route network at a  Deterrent effect of the investment for tourism national level, enhanced visa regime  Policy changes by by local investment in  Small share of voice in a competitors to attract visitors Birmingham Airport crowded marketplace  Strong visitor motivators –  New markets opening BRIC  Cost as inbound sources culture, heritage and food  Product and packaging  Investment – infrastructure, gaps retail and public realm Doc ument Headlinemarketingbirmingham.com Document Sub-headline
  38. 38. Volume & Value RevPAR International partnerships Thematic campaigns Pipeline building & conversions International partnerships Sectoral focus Trade focus Strategic challenges Connectivity and route development Product for new audiences + visitors Product packaging Route to market Doc ument Headlinemarketingbirmingham.com Document Sub-headline
  39. 39. A year of delivery  Business Birmingham directly supported the creation of more than 4,000 jobs in the city region between April 2011 - December 2012, generating an economic impact of over £150m  Birmingham’s visitor numbers at a record high of 33.5 million – the area’s visitor economy is now worth £4.9 billion - an increase of 10% since 2006  Meet Birmingham has led 47 bids for national and international events and conferences during the last 18 months  The Observatory commissioned research identifying key sectors for Business Birmingham to target for investment, resulting in a strategy that has so far helped create more than 4,000 jobsmarketingbirmingham.com
  40. 40. C hris tmas 2012 evaluation 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 Christmas market 4.3 m footfall, delivering £85m economic impact Doc ument Headline Document Sub-headline
  41. 41. Media coverage from 1900 hits worth more than £16.7 millionbetween Apr 2011 - Dec 2012
  42. 42. Vis it B irmingham 13/14 ac tivity plans Culture  Nationally focused campaign with Visit England  Continued support of 20+ festivals Seasonal thematic campaigns  Summer – food, attractions, sport  Winter – retail, seasonal attractions  Events – sport, culture International  Birmingham Airport and Visit Britain partnership  Sweden, Italy, Germany, USA B2B  Target group travel and travel intermediaries  Trade events – Nordic countries, Germany, China, India, USA
  43. 43. P utting a s potlight on c ultureVolume and value – to drive overnight visitors using the attract motivatorCelebrating the next generation – 11 organisations and 70 individualsMulti-channel campaign – March/April 2013 targeting national and regional visitors
  44. 44. C ulinary s ummer 2013National tourism campaign – May through July to profile Birmingham’s culinary offerand drive overnight leisure visitorsPartnership opportunities – hotels, restaurants, bars, markets, producers and festivalsRegional celebration – collaboration with the chef community and University CollegeBirmingham to put a spotlight on the next generation
  45. 45. Developing trade pipelineBuilding volume – targeting group travel intermediaries, sales missionsGetting reach – profile campaign in specialist media and trade events (BOBI – March)Partnership working – inbound events and Visit Showcase (September)
  46. 46. E ventsYonex All England Badminton Championships – 5-10 March, The NIAChampions Trophy Cricket – 6-23 June, EdgbastonLion King – 28 June – 29 September, The Hippodrome
  47. 47. Meet B irmingham ac hievements Secured 5 new international events in 2012 - 9,200 bednights, impact £4.7m Secured new 10 national events in 2012 - 13,600 bednights, impact £8.2m 30 national & international sales missions Dedicated Meet Birmingham showcase delivered £80,000 of direct venue business Ambassador programme with Universities delivering conference business
  48. 48. Media coverage from 600 hits worth more than £4 millionbetween Apr 2011 - Dec 2012
  49. 49. Meet B irmingham 13/14 ac tivity plans Targeting agency, corporate and association markets 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
  50. 50. G rowing the events s ec torProfile and reach – April/May sector led targeted domestic awareness activityCompetitor benchmarking – Interrogate domestic and international marketPartnership working – Ambassador programme continuing to work with academicsector to grow pipeline and convert
  51. 51. T he Meet C atalys t programmeIncentivising – enhanced welcome package and sales tool to increase conversionsGrowing business– access to networks, how can we make life easier for theorganiser?Partnership working – opportunities for industry engagement and added valueservices
  52. 52. R oute developmentDeveloping marketsWorking in partnership with BirminghamAirport, route development marketing activityhas focused on: Ireland China India Italy (Rome) Sweden (Stockholm) East coast USA Germany
  53. 53. G lobal reac h market increase by 35.9% coaches and 37.3% visitors Group travel –  80+ 1:1 sales – 4% increase 16 trade events peaking at 85% in mid December meetings Hotel occupancy - +80%,  5 major country routes 12 locations - up by 11% on 2011 to more than £7.7 million Hotel revenues in the pipeline Potential for 1m extra passengers in next 2 £85m Christmas market footfall - 4.3 m delivering an economic impact of years Doc ument Headline Document Sub-headline
  54. 54. Ques tions

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