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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
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
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
Long haul marketsActivity Airline partners
GOING GLOBAL
USA (East Coast Focus)
China
Japan
India
Multi-campaigns + PR FAM trip
BHX Charter flights
Experiential showcase +
sales mission
Experiential showcase +
sales mission
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
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
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