Download to read offline
Uploaded byWest Midlands Growth Company
Marketing Birmingham Commercial Members Meeting 21.05.13
The Commercial Members Meeting agenda included updates from Birmingham Airport, Warwickshire County Cricket Club, and Marketing Birmingham. Will Heynes from Birmingham Airport discussed the airport's development, including plans for extended runways and facilities. Craig Flindall from Warwickshire CCC reviewed hosting the upcoming ICC Champions Trophy and the investment in Edgbaston Stadium. Ian Taylor from Marketing Birmingham provided an operational update on increased tourism numbers and plans to promote Birmingham through food campaigns, cultural events, and business conferences.
More Related Content
Similar to Marketing Birmingham Commercial Members Meeting 21.05.13
More from West Midlands Growth Company
Marketing Birmingham Commercial Members Meeting 21.05.13
- 1. Commercial Members Meeting 21st May2013 marketingbirmingham.com
- 2.
- 3. Agenda 9.00am Welcome Neil Rami,Chief Executive, Marketing Birmingham 9.05am Development of Birmingham Airport, Will Heynes, Development Director, Birmingham Airport 9.20am Edgbaston & Champions Trophy Cricket Craig Flindall, Finance Director, Warwickshire County Cricket Club 9.35am Marketing Birmingham Operational Update Ian Taylor, Commercial Director, Marketing Birmingham 10.00am Informal networking 10.30am Meeting concludes
- 7.
- 8. ICAO Cat 4E 24hour operation 72 aircraft stands, 20 airbridges Operational Data - BHX (EGBB) Schedule facilitated – slots Max capacity 3000pax per hr Max scheduled aircraft B777- 300 Single Runway 2,599m CAT IIIB operation 44 runway movements/hr
- 10. BHX – RouteNetwork Schedule facilitated – slots Max capacity 3000pax per hr Max scheduled aircraft B777- 300 Single Runway 2,599m CAT IIIB operation 44 runway movements/hr 48 Airlines 143 direct routes (422 destinations with one stop)
- 12. • Runway Extension –3003m
- 13.
- 14.
- 15. Extended Airport Capability Airtraffic Control facilities November 2012
- 16. Extended Airport Capability Airtraffic Control facilities November 2012
- 17. Extended Airport Capability Airtraffic Control facilities November 2012
- 18.
- 19.
- 20.
- 21.
- 23. High Speed Rail HighSpeed Rail Connectivity
- 26. Airport strategy UK AviationGrowth – Regional Options www.balancedaviationdebate.com
- 27. Birmingham Airport hascalled on the Government to support the Midlands economy, by considering four key policies: •Implement a differential tax regime at airports with spare capacity •Consider a congestion charge at congested airports •Create and market a network of national airports •Unilaterally liberalise air service arrangements from this network of national airports Airport strategy UK Aviation Strategic Change – Birmingham Airport www.balancedaviationdebate.com
- 28. Airport strategy UK AviationStrategic Change – Great Cities www.balancedaviationdebate.com
- 29. UK Aviation Growth– Airports Commission www.balancedaviationdebate.com
- 31. ICC Champions Trophy Edgbaston– June 2013 ICC Champions Trophy Edgbaston – June 2013
- 32.
- 33.
- 34. Old Edgbaston • Facilitiesno longer fit for purpose • Ground commensurate with low level of spectator experience and secondary spend in the stadium • No certainty over long term supply of Major Match Day • Real risk of Birmingham losing international cricket
- 35.
- 36.
- 37. New Edgbaston • £36minvestment in the stadium and wider site funded via a loyal set of long term partners – Birmingham City Council, AWM (now HCA) and Compass Group • 2nd largest cricket stadium in the UK (largest outside London) – 25,000 • World class facilities for spectators, players and media • Diversification of the business model via use of new facilities on matchdays and non matchdays • 1,000 people employed on a large matchday – 70% who live locally
- 38. Confirmed Major Matchprogramme – 2013-2016 Year Major Matches 2013 ICC Champions Trophy Australia ODI t20 Finals Day 2014 India ODI Sri Lanka ODI T20 Finals Day 2015 Ashes Test Match New Zealand ODI T20 Finals Day 2016 Pakistan Test Match Sri Lanka ODI T20 Finals Day
- 39. Date Match 30 MayPakistan v Sri Lanka (warm up) 1 June India v Sri Lanka (warm up) 4 June Sri Lanka v West Indies (warm up) 8 June England v Australia 10 June Pakistan v South Africa 12 June Australia v New Zealand 15 June India v Pakistan 23 June The Final ICC Champions Trophy – Edgbaston schedule
- 40. Key facts • 1st timea final of a global cricket event in England has been staged outside of London • 4 out of 5 matches sold out - over 100k of supporters attending Edgbaston and Birmingham over the tournament period – estimated impact over the year of c£12 million • India v Pakistan sold out in 2 hours. UKTI event before the fixture • Engaging local communities – large schools attendance together with supporters of all teams reflecting Birmingham’s diverse populations • Event to be broadcast in over 220 countries – large viewing audiences in South Asia/sub continent and India in particular. Estimated tournament viewing figure of c1 billion • The last ICC Cricket World Cup in 2011 was 2nd only to the FIFA World Cup in terms of total viewing minutes
- 41. ICC Commercial Partners •Global blue chip brands with Asian focus • Tournament fixtures will also be attended by senior high commission/embassy staff from each country • First cricket tournament to have 360 LED boards
- 42. Edgbaston/Birmingham legacy • Majorexposure for the City in certain key markets • Adds to the City and Club’s legacy of hosting international sporting events • Further puts the Club at the heart of the community via consistent post tournament engagement with the schools, clubs, community groups and individuals who attend matches • Impetus to the launch of the “Edgbaston Foundation”, the Club’s new charitable arm, and our other CSR initiatives which will be launched following the tournament
- 43. Edgbaston/Birmingham legacy -cont Year Major Matches 2017 South African Test Series ICC Test World Championship 2018 India Test Series Pakistan Test Series 2019 ICC Cricket World Cup Ashes Test Series Major Series/Tournaments included in the next tender round • A successful tournament in the City will be a significant factor in the Club’s tender for the above fixtures which would, if successful, provide a further multi million £ boost to the local economy
- 44. Operational Update Ian Taylor CommercialDirector marketingbirmingham.com
- 45. Document Headline Document Sub-headline Grouptravel – market increase 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 footfall - 4.3 m delivering an economic impact of £85m An integrated international campaign Attracting more visitors Winning new conferences & events Securing inward investment Integrated programmes
- 46. Marketing plan: Pitch branding,including the final, at Edgbaston City dressing – advert sites, mobile flags 30s Birmingham film shown during televised coverage Match programme advert ICC Champions Trophy Destination partner
- 47.
- 48. Collaborative PR Directengagement with 1,000 journalists Provision of comprehensive media packs On the ground press office support Through Visit Britain, leveraging all material with international media offices Proactive media campaign including: - City tours - ‘Down day’ itineraries - Photo stunts
- 49. Culture campaign Volume andvalue – to drive overnight visitors using the attract motivator Targeted visitors – aim to increase on existing 10 million arts & culture visitors Celebrating the next generation – 11 organisations and 70 individuals
- 50. Profile – Individualprofiles - over 4,500 unique page views so far Digital – Near 100% increase in unique pageviews for culture section of website Look Book – sent to national journalists with offer of media visit Culture results so far
- 51. Birmingham Look Book– media briefing pack
- 52. Visit England –The Great Adventure Working in collaboration with Visit England, Wallace and Gromit visited Birmingham landmarks
- 53. Media coverage worthapproximately £8 million for 12/13
- 54. Summer 2013 campaign Attractvisitors to Birmingham, Black Country & Solihull - increase volume & value - encourage overnight stays Leading message – food Supporting message – great outdoors & attractions
- 55. Summer 2013 Advertising– food & lifestyle magazines & targeted online Door drops VisitBirmingham.com & social media Infomercials Smartphone app
- 56. Highlighting: - localfood heroes, food events & food places Promoting: - events, attractions, the great outdoors, outdoor activities Birmingham food app
- 57. Get involved withsummer! Hold your own food event Hotel offers Attractions deals Talk to us
- 58. Aston Manor& Fleet Street Kitchen - collaborative dish, promoted by VB channels Get involved!
- 59. Leveraging existing events Disney’sLion King & Birmingham Hippodrome Selection of hotels offering room rates and restaurant offers Additional profile on Visit Birmingham website Promotion to all ticket bookers within 1.5hrs journey time of city centre Malmaison Hotel du Vin Hyatt Regency Holiday Inn City Centre Hilton Garden Inn Hampton by Hilton Hotel La Tour Ramada Encore Birmingham Marriott Jurys Inn
- 60.
- 61. Marketing the region FiveVisit Britain Films Showcasing attractions and organisations in Birmingham, Black Country and Solihull Films profiled on Visit Britain TV and distributed to 21 international sales representatives Profiling of Events Lolihull – Solihull’s comedy Festival Solihull’s Jazz Festival – (King Biscuit featured in Culture Campaign) Competitions via social media and offers on Visit website
- 62. Library of Birmingham Openingfestival 3 Sept – 31 Dec 2013 Events, performances, activities - Discovery Trail - Creative Residences - Volume: Birmingham’s art, book & print fair www.libraryofbirmingham.com
- 63. Volume and value– targeting group travel & overnight stays Campaign content – attractions, restaurants, Frankfurt market, concerts, events Partnership working – city and region partnership packages Christmas 2013
- 64. Where the worldmeets Sales missions - 30 national & international Ambassador programme - generated 5 events in collaboration with Universities 2012/13 International National Total New events secured 6 8 14 Bed nights generated 11,200 22,100 33,300 Economic impact £5.1m £8.2m £13.3m
- 65. New Bids 13/14 EventBid Date Attendees Bed nights Economic Impact Federation of American Societies for Experimental Biology (FASEB) 2015, 2016 and 2017 1200 total 6000 £2,184,000 European Asoication of Work and Organisational Psychology (EAWOP) 2017 1500 3000 £1,638,000
- 66. Best practice –to inform Meet Birmingham positioning, strategy and tactics Primary research – understand key factors behind organiser decision making process Competitor destinations – comparative performance, costs, facilities and convention bureaux operations Benchmarking research project
- 67. The World’s MeetingPlace Integrated campaign to position Birmingham as a leading destination international business tourist – building brand on trust and relevance Focus on the power of events and the thought leadership opportunities Showcase the 'people on the ground' who make it happen Reflect a variety of venue options: - Large scale: The NEC - Sporting venues: Edgbaston - Academic event facilities: Conference Aston - Hotel options: Hotel Indigo
- 70. Media coverage worthapproximately £2 million for 12/13
- 71. Investment Performance 27FDI investments in Birmingham in 2011/12 - 3rd in the UK 40 FDI investments in Birmingham in 2012/13 - 2nd in the UK 70% of 2012/13 investments handled directly by Business Birmingham GBSLEP will see highest FDI project growth levels of all UK LEPs 90% of GBSLEP total FDI projects landed in Birmingham FDI: Foreign Direct Investment
- 72.
- 73.
Editor's Notes
- #4 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.
- #47 Biggest opportunity to leverage global reputation and profile with Champions Trophy Cricket. Secured a rights package that includes global tv exposure via a specially produced Birmingham film, which we’re currently producing, with help from many of our partners, that will be seen by hundreds of millions of people around the world. Exposure in key markets such as India and Australia. January: BBL Cup Final, NIA March: Yonex Badminton, NIA June: AEGON Classic June: IPC Athletics Grand Prix Final, Alexander Stadium June: Diamond League athletics June: ICC Champions Trophy cricket July: British Athletics World Trials (athletics) August: British BMX Championships August: Twenty20 Finals Day September: England v Australia One Day International cricket, Edgbaston October: BUPA Great Birmingham Run
- #49 The PR team will be working closely with the team at Edgbaston to leverage the ICC Champions Trophy event – which will see about1,000 journalists descend on Birmingham We will be making the most of the international and national media attention – providing comprehensive media packs for journalists and taking them on city tours on ‘down days’ amongst other activities The team are working closely with Visit Britain to promote the event internationally and they are pushing our news out through their channels We welcome your thoughts on any other ideas you might have of what we can show / do with the journalists while they are here
- #52 Birmingham Look Book – 48 page media briefing document for journalists launched as part of ‘See More, Feel More’ culture campaign Contains facts, itineraries, case studies and events listings for the year ahead Will be used as a tool to promote Birmingham and the wider region to media – reference to Black Country and Solihull pages Has been sent to over 150 national travel journalists last week to inspire them to visit
- #53 VisitEngland has recently launched their ‘Great Adventure’ campaign – a £4m, pan-UK integrated TV ad campaign, funded by Government and industry This aims to boost spend by £80m and over a million overnight stays We have been working closely with VisitEngland to make sure Birmingham is profiled within the campaign – on a recent road trip of the UK, Wallace and Gromit visited a couple of Birmingham landmarks – Selfridges and Cadbury World – to celebrate its launch
- #54 Over the last financial year the PR team have achieved approximately £8 million in positive coverage for the Visit Birmingham programme The team work hard to feature as many partners / members as possible in all our media coverage – one of the ways we do this are media familiarisation trips Some recent successful media visits include The Mail on Sunday – which we worked with the Musuem of the Jewellery Quarter, National Trust Back to Backs, the Away Group and Opus amongst others - and the Berliner Morgenpost, a leading newspaper in Berlin, which featured Staying Cool, BMAG, Custard Factory and The Electric Cinema in the article Last week, the team hosted four journalists from Gothenburg – who stayed at Bloc Hotel and visited many more of our members. The trip was arranged with Visit Britain in order to promote the new flight route between Birmingham Airport and Gothenburg We are keen to work with more members on these trips – please speak to a member of the PR team if you are interested
- #57 The Summer Campaign Food and Drink App Working with UCB and Smartphone Hospitality to develop the app. The app will: Inspire individuals to come to the city Help visitors navigate around the city once here Entice visitors to return or to reconnect with the city Comprises of three main features: Food Heroes Food Events Foodie Places to visit, categorised simply as: DO: Classes such as those that take place at Loaf or Harborne Kitchen (opening Dec 13) EAT: Restaurants BUY: Local producers SEE: Food attractions such as Cadburys World, Balti Triangle There will also be links to: Attractions Accommodations Great Outdoors Key points of the app: Interactive food map, app will suggest routes walks and trails to enhance customers visit Augmented Reality triggers with a short video of a food hero introducing themselves or signposting them to nearest place of interest Launch date: End June 13
- #65 We’ve also upped our game to attract more national and international conferences, targeting events in our key economic sectors, utilising our expertise as not just a conference and event city but also as a home of life sciences, manufacturing, business services to help attract events in those sectors.
- #68 (i) The NEC – large scale (Sophie Lilly) (ii) Sporting venues (Edgbaston Lucy Gibbons) (iii) Academic event facilities (Paul Bunce Conference Aston) (iv) Hotel conferencing options (Mark Davis Hotel Indigo )
- #69 Powerful campaign to position the city as the global meeting place, using existing people in the sector to highlight our expertise on the ground
- #70 This shows how the organisation and individual are profiled on our website
- #71 Over the last financial year the PR team have achieved approximately £8 million in positive coverage for the Meet Birmingham programme Again, we look to work with as many partners / members as possible in our PR work This year, we have secured a number of successful thought-leadership pieces featuring some of our partners that position Birmingham as leading events destination Over the last few months, Paul Thandi from The NEC has featured in the Financial Times and Birmingham Airport’s Paul Kehoe in The Times and we hope to do more of this work
- #72 Highlight the trends and positive trajectory