Commercial Members meeting

COMMERCIAL MEMBERS MEETING19th August 2015

Commercial membersAgenda

Welcome & opening commentsEmma Gray, Marketing Birmingham

Marketing Birmingham operational updateEmma Gray, Marketing Birmingham

Birmingham City Council - TransportationAnne Shaw, Birmingham City Council

John Lewis BirminghamLisa Williams, John Lewis Birmingham

Q&A session

EMMA GRAYDirector of Marketing, Marketing Birmingham

VISITOR ECONOMY

INTERNATIONALVISITORS UP33%

34 MILLIONVISITORSUP 12% SINCE 2006

BEST UKDESTINATIONGROUP LEISUREAWARDS 2014

30,000BED SPACESAND GROWING

32 PLACESHIGHERICCA RANKING

HIGHEST HOTELOCCUPANCY RATEON RECORDNOVEMBER

85%MOST POPULARCONFERENCEAND EVENTDESTINATIONOUTSIDE LONDON

£11 MILLIONECONOMIC IMPACT

FROM BCBEVENT WINS

DOING BUSINESS

GOING GLOBAL

CULTURAL SHOWCASE

GOING LOCAL

GREATER BIRMINGHAM & BLACK COUNTRYVISITOR ECONOMY STRATEGY

VES: DOING BUSINESS

SOURCES:

Associations Highest value as multi-day/event, overnight Multipliers Events agencies for corporate business PCO’s for Association business

GEO TARGETS:

Domestic International - focus on Near

European markets (specifically Brussels, France, Germany, Holland)

SECTOR TARGETS:

Focusing effort – industries, markets

VES: CULTURAL SHOWCASE

PRIMARY ROLE Profile and promote the area’s cultural programme across all consumer marketing campaign as part of the city regions rich offering of things to see and do (i.e. Attractions, retail, F+B).To ensure the quality of life message is integrated and profiled across all programmes

SECONDARY ROLE To support lead organisations’ with development of the programme and products

Why visit?

Integrating and profiling Birmingham’s personality

VES: GOING LOCAL

DOMESTIC TOURISM Playing to the strength of Greater Birmingham’s central location, its large population catchment and investment in its attractions to grow the volume and value of day visitors.

*Source: 2013 Birmingham Visitor Survey, Regional Observatory

North West 9.9%

East Mids 5.6%

London 18.5%

South East 22.2%

VES: GOING LOCALLOCAL ENGAGEMENT Within the area engender local pride and understanding of the offer so they can be ambassadors for the city region and enhance perceptions and thereby encouraging consumption of tourism at a regional, national and international level.

#TEAMBRUM

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.custardfactory.co.uk/uncategorized/independent-birmingham/&ei=wb0JVfncMaTR7Qbgt4HABw&psig=AFQjCNF9eKNhzp9Wzc6ENqhTUjGHQzgcFQ&ust=1426788144519066

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://birminghamupdates.com/post/94154068823/birmingham-updates-is-three-years-old-today&ei=8r0JVc34OIWw7AaLhoDYCg&psig=AFQjCNHM-bCzUthcUxyLY3_Ld7Na1ZrN2Q&ust=1426788197612919

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://polaroidsandpolarbears.co.uk/&ei=fb4JVa_VNoWR7AaX2YCABg&psig=AFQjCNHVWo6K8luqz01__VSIMsqg3WR7hA&ust=1426788348469948

2015/16 OVERVIEWTHREE ACTIVITY PILLARS

Birmingham's Visitor Economy growth targets will be delivered via three work streams:

International programme – near European and select long haul markets

Doing Business – focusing on sources, sectors and geographic markets

Welcome to More campaign – overarching B2C and B2B campaign

INTERNATIONAL PRIORITIES

India

USA

Nordics

Russia

Brazil

GCC

Japan

Germany

France

Italy

Netherlands

Greater Birmingham Visitor Economy

Growing Volume and Value

Develop/Grow Maintain/Grow Nurture

China

IPS results 944,000 international visits in 2014 More than 33% increase past two years

New routes/developmentsFEBRUARYIcelandair daily into US via Reykjavik

MAYAmerican Airlines daily into JFK

JULYChina flights for summer period

AUGUST Emirates increase – third daily flight to Dubai Norwegian – new routes to Barcelona, Madrid & Malaga

GOING GLOBAL

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://en.wikipedia.org/wiki/File:American_Airlines_logo_2013.svg&ei=grIJVdH6FpLc7QaKroCQDg&bvm=bv.88198703,d.ZGU&psig=AFQjCNHUx0Vcxu2F3QNEML0Pqbnz7q8J1g&ust=1426785279014276

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://logos.wikia.com/wiki/Hainan_Airlines&ei=EbkJVfH_MoWb7Abqh4C4AQ&psig=AFQjCNFdlZl-mBMNnYYn53YvGOEgKq0glg&ust=1426786955998395

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://logos.wikia.com/wiki/Hainan_Airlines&ei=KrkJVeOLCISu7gbT64DwCQ&psig=AFQjCNET5uUhCxP-x3eYmiq-9cTW-gdpyA&ust=1426786984462322

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://stuffled.com/vector/hainan-airlines-logo/&ei=QrkJVcyaCoTP7Qbru4GoCg&psig=AFQjCNET5uUhCxP-x3eYmiq-9cTW-gdpyA&ust=1426786984462322

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.icelandairgroup.com/investors/service/image-library/logo/&ei=PKkKVcnsEZDiav-HgcAE&bvm=bv.88528373,d.cWc&psig=AFQjCNFqoZHmmd5-WG-JDtjrbZkeHiTimw&ust=1426848440019755

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.norwegian.no/om-norwegian/norwegian-logo/&ei=wLEJVfKNA-6p7AabhoCYAg&bvm=bv.88198703,d.ZGU&psig=AFQjCNGdVIp_ual8lvspOojxTQy0XbkFEQ&ust=1426785074664805

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.jdtravelservices.co.uk/BHX.html&ei=8LUJVb6UNMTW7AaUnoDgAQ&psig=AFQjCNFbCkD_WXAeJObqvaamgvGoIPjMFw&ust=1426786159331752

GOING GLOBALNear European markets

Activity Partners

Spain

Germany

Italy

Belgium specifically

Brussels

Multi-campaigns

Sales missions +FAM trips

Digital campaigns

Experiential showcase +

lead gen missions

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freeflagicons.com/country/spain/glossy_round_icon/&ei=W68JVZLaNuqt7Abkr4CwDw&bvm=bv.88198703,d.ZGU&psig=AFQjCNGuPBVv2B5n7PcU3CcItxYo7Nk0dA&ust=1426784473522936

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.eventbrite.com/e/columbus-day-gala-at-casa-italiana-cultural-center-october-13th-600pm-to-1100pm-tickets-going-fast-tickets-4507217208&ei=ka8JVZDlDca17gae6YCYDQ&bvm=bv.88198703,d.ZGU&psig=AFQjCNEE6zaokGkgOzY7FWMcfMob1a8btA&ust=1426784524802817

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freeflagicons.com/country/germany/glossy_round_icon/&ei=y68JVe-gD8Oy7QbPjIDACg&bvm=bv.88198703,d.ZGU&psig=AFQjCNGDK6JmeitrNtWUzxLKnTSyMODX9Q&ust=1426784584170150

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freeflagicons.com/country/belgium/glossy_round_icon/&ei=A7AJVf3wMKe67ga-nYHYAQ&bvm=bv.88198703,d.ZGU&psig=AFQjCNFAUJrqddQwyq4-rBMelbg7x4UYWg&ust=1426784639176038

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freeradio.co.uk/win/win-a-skiing-holiday-to-the-3-valleys-with-monarch-co-uk/&ei=ebEJVf7YLqSO7AbxlIGICQ&bvm=bv.88198703,d.ZGU&psig=AFQjCNFey9ZTA2bsxaEDow81wZ-IbdpDuQ&ust=1426785006166159

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.norwegian.no/om-norwegian/norwegian-logo/&ei=wLEJVfKNA-6p7AabhoCYAg&bvm=bv.88198703,d.ZGU&psig=AFQjCNGdVIp_ual8lvspOojxTQy0XbkFEQ&ust=1426785074664805

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://commons.wikimedia.org/wiki/File:Logo_Vueling.svg&ei=8LEJVdOYD5KR7AbTr4GICw&bvm=bv.88198703,d.ZGU&psig=AFQjCNHKrP7IWfDFC_357e5ChAPyMeBUhg&ust=1426785132961959

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://commons.wikimedia.org/wiki/File:Logo_Vueling.svg&ei=8LEJVdOYD5KR7AbTr4GICw&bvm=bv.88198703,d.ZGU&psig=AFQjCNHKrP7IWfDFC_357e5ChAPyMeBUhg&ust=1426785132961959

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.ranklogos.com/airline-logos/vueling-airlines-logo/&ei=BrIJVZaiAZOw7AasmYDoBw&bvm=bv.88198703,d.ZGU&psig=AFQjCNHKrP7IWfDFC_357e5ChAPyMeBUhg&ust=1426785132961959

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.visitengland.org/about/brand/&ei=xLMJVd-SIeSP7Ab2nYGYAQ&bvm=bv.88198703,d.ZGU&psig=AFQjCNH3lUh3CrFm7JAlty4BgLfJZ7j8Iw&ust=1426785600951854



Long haul marketsActivity Airline partners

GOING GLOBAL

USA (East Coast Focus)

China

Japan

India

Multi-campaigns + PR FAM trip

BHX Charter flights


sales mission


sales mission

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freelogovectors.net/united-airlines-logo-eps-file/&ei=YbIJVeCsIaOC7gbs84DgAg&bvm=bv.88198703,d.ZGU&psig=AFQjCNEg8AtCPoZeG3ul3F4LMLjBoKRknQ&ust=1426785246989756

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://en.wikipedia.org/wiki/File:American_Airlines_logo_2013.svg&ei=grIJVdH6FpLc7QaKroCQDg&bvm=bv.88198703,d.ZGU&psig=AFQjCNHUx0Vcxu2F3QNEML0Pqbnz7q8J1g&ust=1426785279014276

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.turkishairlines.com/en-int/corporate/turkish-airlines-multimedia/logo-archive/star-alliance-logo&ei=zrIJVfHVBeqj7AbmnYAI&bvm=bv.88198703,d.ZGU&psig=AFQjCNHs6D5eztTjDNH7zrzJUEQ5Hr9ZYg&ust=1426785352844524

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.lsfamily.org/2013/04/30/prayer-for-america/&ei=ebYJVbz0Maes7AbPk4D4AQ&psig=AFQjCNHR5Gz5jSRLcnvJ5DYQBwwzphdrGA&ust=1426786293798300

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freeflagicons.com/country/china/round_icon/&ei=nbYJVfCMGqzU7AaFoYGADg&psig=AFQjCNGbBfOQ-6ujxFK3wSuu8AZfquRVjA&ust=1426786331793966

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://abali.ru/?p=2520&lang=en&ei=xLYJVbG3LuSw7AbyvoDgCg&psig=AFQjCNHpD1lnsk86NOBx19cuY8zCWq6aRQ&ust=1426786370731934

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://flags.redpixart.com/india/round_icon/&ei=-LYJVc61NIqd7gaKwIDQAw&psig=AFQjCNGvY-2rOYAUdIJ9zl8MozxpG10byw&ust=1426786419108313


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://logos.wikia.com/wiki/Hainan_Airlines&ei=EbkJVfH_MoWb7Abqh4C4AQ&psig=AFQjCNFdlZl-mBMNnYYn53YvGOEgKq0glg&ust=1426786955998395


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://stuffled.com/vector/hainan-airlines-logo/&ei=QrkJVcyaCoTP7Qbru4GoCg&psig=AFQjCNET5uUhCxP-x3eYmiq-9cTW-gdpyA&ust=1426786984462322

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.webdesignerdepot.com/2009/03/50-popular-airline-logos/&ei=a7oJVbmsH8HP7gbhmIDQAQ&bvm=bv.88198703,d.ZGU&psig=AFQjCNHOdfSb8JkgZPo4f7GcUvitk-NHcw&ust=1426787296755618

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.visitbritain.org/&ei=nLoJVbS0I-rp7AbwtoCIDQ&bvm=bv.88198703,d.ZGU&psig=AFQjCNE6vLQl4bYOcuFbZWej7iYvjUuHJw&ust=1426787353185342

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.icelandairgroup.com/investors/service/image-library/logo/&ei=PKkKVcnsEZDiav-HgcAE&bvm=bv.88528373,d.cWc&psig=AFQjCNFqoZHmmd5-WG-JDtjrbZkeHiTimw&ust=1426848440019755

DOING BUSINESSTrade focused activity – by sector & market

Sales activity -

Going Global

Packages -attract and

retain

Lead generation -

Going Local

Events@ Meetings Show UK IMEX Frankfurt Brussels mission Showcase 2016

Tools: Ambassadors Meet Guide 2015/16 Welcome to More

Support: Microsites Bid support Accommodation Venue location

DOING BUSINESS

WELCOME TO MOREDestination campaign


28th - 31st AugustLiverpool Media Wall The Digi–Bridge Two Towers East Manchester Media Wall

Campaign – Outdoor(activation in line with national print campaign)

18th - 21st SeptemberThe Digi–BridgeTwo Towers East Great Northern Link

Welcome to More 2015/16 campaign

With Birmingham gearing up for a host of landmark events throughout the summer and autumn, Marketing Birmingham has created a long-term campaign called Welcome to More. Welcome to More highlights the transformation the city is experiencing, with over £1 billion in investment now coming to fruition. It encompasses everything the city region will have to offer – from the £600 million redevelopment of New Street station, to major cultural events including the Birmingham Weekender and The Big Hoot.

Door drop – summer season #1 door drop

Targets: 1-1.5hrs travel, focusing on lifestyle and demo segmentation

Geo distribution: London, Liverpool, the ‘Shires’

Response: website, calendar download and booking

RADIOLive from 20th July – October 2015

Adverting – air time Digital – video

advertorial and social media

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCNOQr6G4nscCFfEX2wod8hUPZQ&url=http%3A%2F%2Fwww.freeradio.co.uk%2Fworcestershire%2F&ei=v47IVZO1J_Gv7Abyq7yoBg&bvm=bv.99804247,d.ZGU&psig=AFQjCNEE_ZQEOoxxAEcPpR2CRVp-9-hRLw&ust=1439293499256905

SAMPLE –press advert

National media activity - Press campaign w/c 24th August and w/c 14th Sept (Sunday magazines)

Welcome to more e-advert30 second advert

Targets: AB’s 60/90 min drive time

Distribution: 4VO, Sky and

Response: website and booking

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCPTu4-GwkscCFaRm2wodN3gLHQ&url=http%3A%2F%2Fwww.lareelfilmfest.com%2F&ei=RjzCVfSzF6TN7Qa38K3oAQ&bvm=bv.99261572,d.ZGU&psig=AFQjCNGMgEuKqjmbNzod6qDMOp1FAP4pFQ&ust=1438879165624789






Birmingham Look Book – for media and key opinion formers

Distributed from September 2015 onwards, showcasing Birmingham’s changing landscape during the 2015 period and featuring the destination into 2016

Stories

Festivals Planner

Downloadable calendar

Purpose: to provide an overview of Birmingham’s Festival calendar

Response: inspire visits and attendance at festivals across the year.

Distribution: via adverting campaign (see next page), social media and e-comms

SUPER SEPTEMBER

Grand Central

opens: 24th

New Street Station

opens: 20th

Birmingham Weekender: 25 – 27th

Birmingham Independent

Food Festival: 12th -13th

Moseley Folk Festival:

4th – 6th

Rugby World Cup games: 26th & 27th

EGX 2015: 24th – 27th

Brindleyplace Chilli festival:

19th

Rugby World Cup

Fanzone: 18th – 27th

Birmingham Heritage

Week: 10th – 17th

Michael McIntyre

(Barclaycard Arena):

18/19/25/26th

Grand Central

opens: 24th

Birmingham Weekender: 25th – 27th

The Mailbox – full launch

Resorts World Birmingham

REST OF 2015

Japan sales mission:

Networking event Pre-scheduled appointments with travel trade buyers and key press

ReflectionsJan 24th

Hidden SpacesJun 6th

Street ArtApr 11th

City culture TBC

September

More Birmingham Instameet Exhibition

November 2015

BIRMINGHAM INSTAMEETS

2016 ACTIVITY

Commercial Members meeting

Retail