1. Commercial Members Meeting
9 February 2012
marketingbirmingham.com

2. Agenda
1. Welcome - Neil Rami, Chief Executive
2. Operational update - Ian Taylor, Commercial Director
3. 20.12 % Campaign - Stuart Heath, Visit England
4. Olympics 2012 - David Moorcroft, West Midlands for 2012
5. Questions
6. Refreshments and sign up to 20.12% Campaign

3. Neil Rami
Chief Executive
marketingbirmingham.com

4. Ian Taylor
Commercial Director
marketingbirmingham.com

5. ERDF programme
2011/12- 2013/14
What - A £17.7m catalyst to deliver integrated City
Region Business, Meet and Visit programme
It will - generate investment, events and visitors,
develop business and jobs in the ERDF priority 3 areas
How - Marketing Birmingham will provide up to £5.8m,
our partners £3m and £8.8m funding drawn down from
ERDF
Outputs Partners
► 4,690 jobs Birmingham City Council,
► 500 business supports Solihull MBC, Black Country
LA’s x 4, Birmingham Airport,
► 5% increase visitor
CENTRO, Southside BID
economy

6. Marketing B irmingham will deliver a
£26m inves tment promotion
programme between now and 2015,
aimed at c reating 12,000 new jobs
and inc reas ing the value of the
vis itor ec onomy by 5%

7. B irmingham B us ines s Hub

8. Operational
review

9. Meet B irmingham S howc as e
 30 suppliers
 34 event organisers
 £85,000 provisionally
contracted
 PR value £20,000
 8th - 9th November
2012

10. S ales ac tivity
 EIBTM (Barcelona)
- Three qualified leads
- Potential economic
benefit of £2.86m
 Visit England
Association Networking
event (Paris)
- Two qualified leads
- Potential economic
benefit of £3.8m
 Birmingham FAM trips -
hosted 2 international
association congress
organisers

11. F oodF es t 2011
 Over 80 restaurants
 100+ foodie events
 122,000 visitor impact
 7000 downloads
 £850,000 PR value

12. C hris tmas 2011
 Joined up campaign
 Digital - up by + 50%
 PR - £868,079, up by £99,361
from 2010
 Visitor footfall - estimated 5
million, generating an estimated
economic impact of £150m

13. Media highlights
 PR values
(April ‘11 – Feb ‘12):
Visit - £7.1 million
Meet - £1.7 million
 Fam visits
2011 – 25 journalists
2012– 16 journalists
scheduled to visit before
March 2012
New York Post, Daily
Telegraph, The Independent,
The People, Meetings &
Incentive Travel, Square Meal,
The Sunday Times, Daily
Mirror, Berliner Morgenpost,
Voice of America, Frommers
and Timeout.

14. Mobile Information
 Major events
 100 days
 1.5m footfall
 Information
 Services

15. Operational plan
2012

16. 2012 ac tivity
 Confex , March, London
 Square Meal, September,
London
 Association networking
event, March, Brussels
 IMEX, May, Frankfurt
 ICCA Association Expert
Seminar, May, Frankfurt
 Ambassadors programme

17. P ipeline and c onfirmed
 18 live bids, comprising of a collective value of 71,100
bed nights
 Wins:
– IEEE Nanotechnology, 500 delegates, 3 days, Aug
2012
– International scientific association, 1500-2000
delegates, 4 days, Sept 2015
– New digital event x 200 delegates, 2 days, Sept
2012

18. K ey themes 2012
 Culture
 Festivals
 FoodFest
 Summer
 Digital
 Christmas
 Trade

19. International marketing
 Partnership with
Birmingham Airport
 International marketing
- China
- India
 Route development
 Gateway welcome

20. S ummer 2012
 Themes – sports, attractions,
heritage
 Olympic spotlight moments
- Torch relay + overnight stay
- London 2012 Festival
- Live sites
- Jamaica Village
- Olympics service, St Phillips
- Civic receptions
- Jamaica Farewell party
 Diamond Jubilee and Pride
 20.12% – GREAT campaign

21. Summary
 Delivery across a wider economic geography
 Alignment with national partners
 Capitalising on strong media coverage
 Relationships with partners are key

22. Stuart Heath
Head of Marketing Partnerships, Visit England
marketingbirmingham.com

23. What will be covered
• Background to the campaign
• How will the TV ad look?
• What does the website look
like?
• How do I get involved?

24. 20.12 campaign
• The determination of this
campaign is to
• Mitigate against the
Olympic sag in the
domestic market
• Capitalise on the once in a
life time events in 2012
• Promote a high profile and
convincing stay at home
offer
Make the staycation STAY!

25. The three year campaign

26. Media

27. A UK wide UK campaign

30. The 20.12 offer
What does the 20.12% off mean?
• The 20.12% off means:
• offers that give that amount off or better including deals
such as 3 nights for the price of 2 at a hotel and buy one
get one entry at an attraction work because they are
better than 20.12% off.
• terms and conditions will apply, and each business’s
T&Cs will be different and these must be clearly
stipulated with any offer posted through the campaign.

32. Stuart Heath
Head of Marketing
Partnerships
stuart.heath@visitengland.org
T. 020 7578 1440

33. David Moorcroft
West Midlands for 2012
marketingbirmingham.com

34. Questions