The document summarizes an operational update from Neil Rami, Chief Executive of Marketing Birmingham. Some key points: - In 2011/12, Marketing Birmingham exceeded its target of creating 1250 jobs by helping to create 2187 jobs. The majority of these jobs came from projects in financial services, digital/creative, and life sciences. - Most investment prospects for Birmingham currently come from North America, Europe and Asia. - In 2011/12, some of Marketing Birmingham's most successful projects that created jobs were in the automotive, digital/creative, and financial services sectors. - Marketing Birmingham provides research and intelligence services free of charge to help attract business and investment to Birmingham.

1. Commercial Partners Meeting
20 April 2012
marketingbirmingham.com

2. Agenda
1. Operational update
Neil Rami
Chief Executive, Marketing Birmingham
2. The UK Aviation Strategy
Paul Kehoe
Chief Executive, Birmingham Airport
Chairman, Marketing Birmingham
3. Questions

3. Operational update
Neil Rami
Chief Executive, Marketing Birmingham

4. Performance 2011/12
1000
900  2011/12 target - 1250 jobs
800
 2011/12 actual - 2187 jobs
700
917
600
500
400
300
380 370
200 300
100
120 100
0
marketingbirmingham.com

5. Geographic markets
based on current live non UK prospects
and projects
marketingbirmingham.com

6. Successful projects 2011/12
Creating 2187 jobs
marketingbirmingham.com

7. Targeted approach
Aim
Identify economic sectors / sub sectors that Business
Birmingham should target as potential sources of
business investment into the city and Greater
Birmingham & Solihull LEP (GB&S LEP)
Why
A targeted approach, matching global investment
opportunities with Birmingham and the GB&S LEP’s
business offer, helps Business Birmingham to:
 target its resources more effectively
 focus on those areas that give the city and GB&S
LEP area a competitive advantage over its
competitors worldwide

8. Looking to the future
Current sectors where tested on three grounds:
 Do forecasts suggest that these sectors will
remain the key investment sectors?
 Do priorities originally developed for Birmingham
also apply to the wider LEP?
 Any other priorities which offer opportunities?
Current sectors
Business, Professional and Financial Services
Information and Communication Technologies
Advanced Engineering
Life Sciences

9. Outcomes
Sector / Sub- Opportunity Global UK LEP Value for Ranking
Cluster sector / demand offer offer local
Function economy
Advanced Auto- Immediate: Auto
engineering motive manufacturing
supply chain
Longer term:
Low Carbon
vehicle
Advanced Aero- Aerospace
engineering space manufacturing
supply chain
Bus, fin & Financial Back-office /
prof services shared service
services functions – cost
reduction while
retaining links to
HQ
Bus, fin & Business UK/Regional
prof and prof HQ
services services
Logistics & Logistics & Major delivery
distribution distribution hubs
marketingbirmingham.com

10. Source of investment
Economic impact (short to medium term)
Higher
Built to last Global powerhouse
Financial
Business & services
professional
opportunities (current & future)
services
Adv Eng (Auto) Supply chain
Source of investment
Logistics ICT
Indigenous
Food & drink
Inward
Medtech
Low carbon
Digital technologies
media Auto software/
electronics Bio-pharma
research
Creating the buzz Quality over quantity
Lower
marketingbirmingham.com Source: PA analysis
marketingbirmingham.com

11. FDI Magazine
European cities and regions of the future
Top 10 Large European cities
1 Edinburgh UK
2 Glasgow UK
3 Amsterdam Netherlands
4 Oslo Norway
5 Helsinki Finland
6 Frankfurt Germany
7 Birmingham UK
8 Rotterdam Netherlands
9 Leipzig Germany
10 Gothenburgh Sweden
marketingbirmingham.com

13. 1.Free of charge
Business and
visitor economy
 Part1of Marketing
. Free of charge
Birmingham, the city’s
strategic marketing
Business and
visitor economy
partnership 2. Value added
Analysis
 Provides a comprehensive Detailed reports,
maps and briefings
package of research based
services
 Works as a strategic 3. Bespoke
partner to deliver consultancy
intelligence to inform service
business decisions
marketingbirmingham.com

14. Benefits
 Proprietary data and intelligence
- Sourcing and analysing official statistics
and secondary intelligence
- Utilising value added tools
- Primary research methods
 Network of experts
 Well established track record
marketingbirmingham.com

15. Track record
marketingbirmingham.com

16. Visitor Economy
2012/13 plan

17. 2012 activity
 International Confex
 Association event,
March, Brussels
 IMEX, May, Frankfurt
 ICCA Association
Seminar, May, Frankfurt
 Association Congress,
July, Liverpool
 Square Meal, September,
London
 Ambassador programme

18. Pipeline and confirmed
 18 live bids, collective value of 70,000 bed nights
 Recent Major Event Wins:
- IEEE Nanotechnology, 500 delegates, 3 days,
August 2012
- International scientific association, 2000 delegates,
4 days, Sept 2015
- New digital event x 200 delegates, 2 days,
September 2012
- British American Business Council, 300 delegates,
3 days, May 2013

19. 2012 themes
 Culture
 Food
 Summer
 Christmas
 Digital
 Trade

20. International marketing
 Partnership with
Birmingham Airport
 International
marketing
- China
- India
 Route development

21. Summer 2012
 Sport, attractions, heritage
 Olympic spotlight moments
- Torch relay
- London 2012 Festival
- Live sites
- Jamaica Village
- Civic receptions
- Jamaica Farewell
 Diamond Jubilee and Pride
 20.12% GREAT campaign

22. Policy
Marketing Birmingham is playing a key role in shaping the
policies that will affect Birmingham in the years to come.
 Economic strategy - working with GBSLEP to develop
priorities
 Skills agenda - working with partners on the region’s skills
needs as part the economic strategy
 Transport - helping to promote the case for HS2 and
Birmingham Airport as a credible alternative to further
expansion in the South East
 Creative City - working with partners to boost the city’s
position as a creative hub
 Acting as a strategic link -bringing together the region’s
economic priorities with the government’s policy agenda
marketingbirmingham.com

23. Media profile
Generated over £15 million of media coverage
Coverage in national and international outlets; The New
York Times, The Economic Times of India and CNN
The media is helping to shape a new view of Birmingham
“…With an only-in-Britain tapestry of vividly
multiethnic neighbourhoods, a post-industrial
urbanity that’s gentrifying before your eyes and a
food scene that can’t be ignored, Birmingham is no
longer simply flyover country. Welcome to England’s
heartland metropolis: big-shouldered, friendly and
fun.”
marketingbirmingham.com

24. Media Coverage

25. Get involved
Marketing Birmingham provides opportunities for
Commercial Partners:
 Site selector Event
 US Roadshow 2013 – EZ promotion
 International events calendar
 Digital gaming conference
 Regional Observatory
 Foodfest
 20.12%
 Christmas Campaign
 Meet Birmingham Showcase
marketingbirmingham.com

26. The UK Aviation Strategy
Paul Kehoe
CEO, Birmingham Airport
Chairman, Marketing Birmingham

27. Insert presentation

28. Questions &
answers