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.

1. Commercial Members Meeting
21st
May 2013
marketingbirmingham.com

2. Welcome
Neil Rami
Chief Executive
marketingbirmingham.com

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. Birmingham Airport

8. ICAO Cat 4E
24 hour 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 – Route Network
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. Extended Airport Capability

14. Extended Airport Capability
November 2012

15. Extended Airport Capability
Air traffic Control facilities
November 2012

16. Extended Airport Capability
Air traffic Control facilities
November 2012

17. Extended Airport Capability
Air traffic Control facilities
November 2012

18. New Opportunities
Monarch Engineering Hangar

19. New Opportunities
Monarch Engineering Hangar

20. New Opportunities
Monarch Engineering Hangar

21. Birmingham Airport
Future Development

23. High Speed Rail
High Speed Rail Connectivity

26. Airport strategy
UK Aviation Growth – Regional Options
www.balancedaviationdebate.com

27. Birmingham Airport has called 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 Aviation Strategic 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. Old Edgbaston

33. Old Edgbaston

34. Old Edgbaston
• Facilities no 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. New Edgbaston

36. New Edgbaston

37. New Edgbaston
• £36m investment 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 Match programme – 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 May Pakistan 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
time a 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
• Major exposure 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
Commercial Director
marketingbirmingham.com

45. Document Headline
Document Sub-headline
Group travel – 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. City dressing

48. Collaborative PR
 Direct engagement 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 and value – 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 – Individual profiles - 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 worth approximately £8 million
for 12/13

54. Summer 2013 campaign

Attract visitors 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:
- local food heroes, food events & food places
 Promoting:
- events, attractions, the great outdoors, outdoor activities
Birmingham food app

57. Get involved with summer!

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’s Lion 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. Wayfinding & Maps

61. Marketing the region
Five Visit 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

Opening festival 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 world meets

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
Event Bid 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 Meeting Place
 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 worth approximately £2 million
for 12/13

71. Investment Performance
 27 FDI 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. FDI projects 2012/13
businessbirmingham.com

73. Questions & Answers
marketingbirmingham.com