Marketing Birmingham, the city’s strategic marketing partnership, held a joint event with the Public Relations Consultants Association (PRCA) on Thursday 11th April, designed to raise awareness of the organisation among local PR companies. The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.

1. Marketing Birmingham
Telling the city’s story

2. Welcome
Bron Eames
PRCA Midlands Chairman

3. Agenda
6.30pm Bron Eames, PRCA Midlands
Welcome
6.35pm Rebecca Holloway and Sarah Long, VisitEngland
PR-ing for England
6.55pm Amanda Lowe, Marketing Birmingham
Telling the city’s story
7.15pm Questions
7.20pm Meeting concludes

4. ‘PR-ing for England’
by VisitEngland’s
Rebecca Holloway &
Sarah Long

5. AGENDA
• VisitEngland’s role
• Promoting England & the UK
• Future plans & opportunities for
Birmingham

6. VisitEngland – Who are we?
• VisitEngland is the country’s national tourist board
• The trusted advisor of Government and
• The tourism industry’s partner of choice
• VisitEngland is a non-governmental organisation supported
through a grant from the Department for Culture, Media and Sport
(DCMS).

7. Our Top People
• Chairman – Penelope, Viscountess Cobham
• Chief Executive – James Berresford

8. Our Top People
• The Rt Hon Maria Miller,
Secretary of State for Culture, Media
and Sport
• The Rt Hon Hugh Robertson,
Minister of State for
Sport and Tourism

9. Our role
• Our role is to grow the value of tourism by working with the
industry to deliver inspirational marketing campaigns and to
provide advocacy for the industry and our visitors. Our work is
underpinned by robust research and customer insights.
• The work of VisitEngland’s team provides leadership for the
industry and one of our key objectives is to grow the sector’s
value to the economy and to the community.
• By leading on the marketing of England as a destination to
domestic and established overseas markets, and through
championing the visitor experience, VisitEngland works to
increase the value of the nation’s tourism by 5% per
annum over the next ten years. This will in turn provide
around 250,000 new jobs.

10. England – a ‘Tourism de Force’
• The tourism industry contributes £97billion to England’s economy – and
touches everyone!
• The industry employs 2 million people in England, and is one of the few
industries that is growing.
• Total number of overnight trips in England was 104million – the same as
2011. The amount spent on domestic overnight trips in England was up 9%,
to £19.5bn – which is an all time high.
• New figures from VisitEngland, released during English Tourism Week, show
that day visits were up in 2012 in England by 12% (1.4 billion visits) with
spend up 14% (£48 billion).
• Long term holidaying at home remains far more common than pre-recession
and outbound trips continue to be significantly below pre-recession levels.

11. What do we do?
• VisitEngland activity is organised through four key areas:
• Research and insights - providing data, intelligence and analysis to the
industry and to government, industry communications and maximising the
potential of London 2012 for England.
• Integrated marketing - a number of campaigns have been developed
working with both commercial and public sectors, including TV, press and digital
promotions.
• Business support - including implementation of national quality standards,
modernisation of visitor information in the lead up to 2012 and championing the
visitor experience.
• Partnerships - working with a range of partners throughout the country to
ensure successful delivery of the Strategic Framework and forging national
commercial partnerships to optimise routes to market.

12. Promoting England
& the UK – from a
corporate
perspective

13. English Tourism Week
• National campaign celebrating the value of tourism to the UK
economy.
• Birmingham on board – Marketing Birmingham released
Perceptions of Birmingham Research! New Alexandra Theatre,
Priscilla Deal! Cadbury World offered 3 walks a day around
Bourneville!
• Various PR initiatives including Tourism Superstar sponsored by
the Daily Mirror – one to start thinking about for next year.
• Political engagement – Constituency Day, get your MP working at
a visitor attraction, working the TIC or rustling up a Balti!

14. Regional Growth Fund
• October 2011 VisitEngland awarded £19.8 from Government’s
Regional Growth Fund for a 3 year campaign called Growing
Tourism Locally.
• The investment project is designed to boost tourism and stimulate
9,100 jobs around the country.
• Two key strands involving destination and thematic campaigns.
• Birmingham a key partner involved in destination campaign for
Christmas 2012 and thematic Cultural Cities campaign.
• Planning for year 2 will start end of May.

15. Wallace & Gromit – The Great Adventure

16. Wallace & Gromit
• £4m, pan-UK integrated TV ad campaign – funded by
Government and industry
• Call to action to book through local travel agent.
• TV ad goes live 12 May.
• Aims to boost spend by £80m and over a million overnight
stays.

17. Promoting England
& the UK – from a
consumer PR
perspective

18. Future Plans & Opportunities for Birmingham
PR AIMS
• Help grow tourism by 5% by generating over
£80million AVE
• Build on heightened awareness of England
following Diamond Jubilee and Olympic Games
• Combat potential media fatigue of England with
creative PR initiatives

19. Future Plans & Opportunities for Birmingham
Holidays at Home are GREAT - Part II
• Wallace & Gromit road
show
• VIP screening
• World at West End
event

20. Future Plans & Opportunities for Birmingham
101 THINGS TO DO BEFORE YOU GO ABROAD
• The ultimate bucket list of “things to do before you go abroad” i.e.
activities that are utterly unique to England, or those that
compete on a global scale
• St George’s Day launch
• Broadcast, national and regional coverage secured
• Consumer-facing Facebook app

21. RUGBY WORLD CUP
• 2011 – Handover event
• March 2013 - Hong Sevens
• April 2013 - Venue announcements
• June 2013 - British Lions tour
• September 2013 – 2 years to go
• November 2013 – 10 year
anniversary of England’s World Cup
victory
• TBC 2014 – Tickets on sale
• September 2014 – 1 year to go

22. KEY STORIES 2013
THEMATIC CAMPAIGNS
• Heritage
 Romantic Heritage City
Breaks
• Culture
 Cultural Cities
• Coastal
 English Seaside
 Coastal escape
• Countryside
 Rural Escapes
 The Great Outdoors

23. KEY STORIES 2013
THEMATIC CAMPAIGNS
The RGF thematic campaigns will shape
VisitEngland’s PR and Editorial output,
helping boost media coverage and
drive website traffic. This encompasses
the following channels:
•Partner channels*
•Image library
•Visitenglandblog.com (including
Mystery Photo Friday, A Day in the Life,
We Love and expert insights)
•Newsletters – domestic monthly
(515,000), international quarterly
(500,000) and monthly media e-
newsletter (1500 journalists)
•Facebook (160,000 likes)
•Twitter (33,000 followers)
•Flickr sets will be created to support
thematics
•Pinterest and Instagram
•Press releases with a call to the action
to the campaign URL

24. Online
www.visitengland.com
Our website is here to capture an audience
interested in a day out in England, a short break
or a holiday and deliver them to relevant
industry sites for further information.
The content aligns to our overall plan
recognising UK travel trends and key holiday
periods and the editorial team will put a call out
to partners for content when required.
STATS
UV : 160,000 per month
Average time on site: 3.5 mins
OPPORTUNITIES
•Competitions

25. www.visitenglandblog.com

26. Online
E-newsletters
UK DOMESTIC MONTHLY ENEWSLETTER
•Domestic database: 515,000
•Its purpose: to engage with our loyal audience & show
them what is going on of interest the next month and
helps forward planning
•The content: aligns to our overall plan recognising UK
travel trends and key holiday periods
INTERNATIONAL QUARTERLY ENEWSLETTER
•Quarterly intl database: total of 500,000
•Intl markets: Can, Aus, NZ, US, Fr, It, Sp, Ge,
Belgium
STATS
•Click through rate: 16%
•Open rate: 12%
OPPORTUNITIES
•Highest click through rate – competitions hosted on
VE.com & opportunity to gain partner opt in data
•Our best offers to be highlighted from what has been
submitted and featured on VisitEngland.com

27. Facebook
- 159,594 likes
- growth approx. +300 p/w
Competitions currently promoted through
-Social media channels (Facebook, Twitter, G+)
-e-newsletters & website
What works:
•Photos & apps: easily digestible content, easy & fun to share, UGC, Partner involvement etc.
•Interactive content: questions, competitions, giveaways etc., i.e. Mystery Photo Friday
•Quirky/fun content: one-offs, events, festivals, exhibitions
http://www.facebook.com/EnjoyEngland

28. Twitter, YouTube, G+
Twitter
-41,000 followers
-Responding to press and general queries
-Sharing content from DMOs & partners
https://twitter.com/visitengland
YouTube
-Video views: 127,527
-Channel subscribers: 150
-A channel to share DMOs’ video material & showcasing VE ad campaigns with
partners
http://www.youtube.com/user/enjoyenglanduk
Google+
-146 have added VE to their circles
-Not the most popular of our channels
-Blog posts written by bloggers we work with covering press trips
-Competitions with partners
https://plus.google.com/u/0/b/118416496124932190202/+visitengland/posts

29. About
• A comprehensive
tourism product
• Populated with
images that
appeal to the
domestic and
international
markets
• Modernising the
England imagery
product

30. What we need from you
We would like to work
with you to build
England’s imagery
product
•Submit 100-200 images
for inclusion in
VisitEngland Images
•Create your own branded
landing page
•Work together on photo
shoots

31. Why you should get involved
• Partner landing pages
• Increased exposure to the travel industry and media
• Increased exposure to consumers
• Regular feedback
• Photo shoot funding and support
Get involved
Michelle Wood
michelle.wood@visitengland.org
0207 578 1470

32. PR
What the PR team does
• Creates and communicates stories to the press
• Creates national round-ups and forecasts trends
• Hijacks news
• Organises and hosts press trips and events
• Identifies comment and spokesperson opportunities
PR’s resources
• Travmedia media alerts Gorkana database
• Vibe intranet International offices
• Research & Insight team Image library
• B-Roll library Periodical subscriptions
PR’s communication channels
• Press releases
• Quarterly media e-newsletter – 1500 journalists, editors, bloggers and
new outlets
• Deskside briefings
• Bi-annual media networking events
• Daily/Sunday Express editorials – combined circ. of 1.2 million

33. KEY STORIES 2013
Key stories 2013 and beyond
• Chelsea Flower Show 2014
centenary – Gardening •World War 1 centenary
Tourism
• Benjamin Britten centenary
2015
– Musical Heritage
•Rugby World Cup
• The Coronation Festival –
Royal links •800th anniversary of Magna
Carta
• Launch of RIDE London –
England’s best bike rides
• 50 years of Doctor Who - Ongoing
Sci Fi England •Set-Jetting
• England Rugby League •Seasonal

34. PR
What the PR team needs from you
• Story ideas… with high resolution images
• Newsworthy items – openings, launches etc
• A close relationship with your DMO
• Prompt responses for information call outs
• Access to key spokespeople/characters
• Assistance with familiarisation trips
• Your support with press trips and events
• Treat us as you would a journalist and pitch!

35. Don’t be a stranger
• Sarah Long – Head of Corporate Communications
Sarah.long@visitengland.org / 020 7578 1452 / 07500555651 /
@sarahalexandral
• Rebecca Holloway – Head of Destination PR
Rebecca.holloway@visitengland.org / 020 7578 1429
• Please send your press releases and news to
press@visitengland.org and editorial@visitengland.org
for potential use in story pitching to media and potential
inclusion in VE and VE partner channels.
• Email any competition prizes you’d like to put forward to
competitions@visitengland.org for potential use in VE
promotional channels.

36. Telling the city’s story
Amanda Lowe
Head of Communications
Marketing Birmingham

37. Visitor Economy Inward Investment Strategic Marketing
Birmingham’s Economic
Performance
Document Headline
marketingbirmingham.com Document Sub-headline

38. A year of delivery
 Business Birmingham supported the creation of more than
4,000 jobs in the city region between April 11 – December 12
 Birmingham’s visitor numbers at a record high of 33.5 million
– our visitor economy is now worth £4.9 billion
 Meet Birmingham has led 47 city-wide bids for national and
international events over the last 18 months
 The Observatory informs our programme strategies and
identified the city’s key sectors for investment

39. Our programmes

40. Business Birmingham

41. Jobs created in the UK regions by foreign investors
Regional UK city Jobs 2008-2012
Birmingham 11,917
Belfast 7,694
Manchester 7,638
Edinburgh 6,710
Liverpool 5,270
Glasgow 5,018
Leeds 3,728
Cardiff 3,583
Bristol 3,558
businessbirmingham.com

42. Birmingham foreign investment
 Near 40% increase in foreign direct investment
(FDI) projects against a 2% decline across the UK
(2011/12)
 Secured more FDI projects than ever before in
2011/12
 70% of 2012/13 investments handled directly by
Business Birmingham
 GBSLEP will see highest FDI project growth
levels of all UK LEPs

43. Changing perceptions
Quality of Living 2011 global survey
Most attractive UK regional city for quality of life
Best to Invest - 2012
Fourth in Western Europe city rankings
The only English city in the top ten
European Cities and Regions of the Future – 2012
Top ten for FDI strategy and business friendliness for large
cities
businessbirmingham.com

44. Recent successes
businessbirmingham.com

45. Birmingham active projects – by sector
Sector composition
(based on jobs)
Business Professional
and Financial Services
29.8%
ITEC Advanced
Engineering
21.9% 24.6%
9.4%
Logistics
Digital
Life Sciences Media
Food and Drink
5.7% 1.5% 7.3%

46. Business catalyst programme
Programme
Partner
 Local labour pool analysis  Property and  Legal requirements  Advice on events
Offer  Salary and ease of incubator  Cost analysis and target media
recruitment information identification  Professional services  Joint PR
 Co-ordinated university  Short term for business announcements
careers service accommodation establishment  Promotional
 Recruitment campaigns  Mobile services opportunities

47. Visit Birmingham

48. Sector performance
Visit Birmingham achievements

Christmas campaigns
International Domestic Birmingham
2012 2012
- delivered 3m visitors in 2011
- delivered
Number of visitors 4.3m visitors in 2012 & 4%
30.9m 104m 33.5m
increase in hotel occupancy
Visitor value

TV commercial viewed £16.2bn people in
£18.5bn by 29m £4.9bn
2012
Average stay
7.6 nights 5 nights 4.6 nights

New York Times recognition as top 20
Birmingham’s visitor 2012
destination in economy
 Delivered - 10%more than 20 independent cultural

Supported growth since 2006
 Supports - 60,000+ jobs from entry level - senior mgt
festivals
 Generated - significant capital investment 10 new hotels

Welcomed 2.5m visitors through dedicated
in last 18 months
information service

49. Christmas 2012 evaluation
Hotel occupancy +80%, peaking at 85% in mid December (4% increase on 2011)
Hotel revenues up by 11% on 2011 to more than £7.7 million
Christmas market 4.3 m footfall, delivering £85m economic impact
Document Headline
Document Sub-headline

50. Putting a spotlight on culture
Celebrating diversity the next generation – 11 organisations and 70 individuals
Volume and value – to drive overnight visitors using culture as the attract motivator
Multi-channel campaign – March/April 2013 targeting national and regional visitors

51. Visit Birmingham 13/14 activity plans
Culture
 Nationally focused campaign with Visit England
 Continued support of 20+ festivals
Seasonal thematic campaigns
 Summer – food, attractions, sport
 Winter – retail, seasonal attractions
 Events – sport, culture
International
 Birmingham Airport and Visit Britain partnership
 Target group travel and travel intermediaries
 Trade events – Nordic countries, Germany,
China, India, USA

52. Meet Birmingham

53. Meet Birmingham achievements
2012/13 International National Total impact
New events 6 8 14
secured
Bed nights 11,200 22,100 33,300
generated
Est. impact £5.1m £8.2m £13.3m

Sales missions - 30 national & international

Ambassador programme - generated 5
events in collaboration with Universities

54. Meet Birmingham 13/14 activity plans
 Targeting agency, corporate and association
markets
 Supporting the Ambassador programme
 National events
- Confex – London, March
- The Meetings Show UK – London, July
 International events
- IMEX Europe – Frankfurt, May
- IMEX USA – Las Vegas, October
- EIBTM – Barcelona, November

55. Regional Observatory
Works for our programmes, our partners and takes external research
commissions.
Recent work has included research into:
 Business Birmingham’s key target sectors
 Fast growth SMEs
 Hotel performance
 Visitor perceptions of Birmingham
 Skills agenda
 Inward investment trends
 Economic impact of the visitor economy
 Provided data and intelligence for organisations including Careers Service
West Midlands, the Association of Colleges, Birmingham City Council and
the Greater Birmingham & Solihull LEP
marketingbirmingham.com

56. Working with us

57. What we do
 Media relations – Proactive and reactive creative campaigns
 News – research, economic trends, results, commentary
 Thought leadership
 Media visits
 Press office
 Stakeholder & city partner engagement
 Online content & social media
 Corporate events

58. Media coverage from 1100 hits worth more than £7.1 million
Apr 2011 - Dec 2012
“I enjoyed the exceptionally solid
support from Business
Birmingham when I was recently
doing some interviews for a
feature story on Chinese
investment there. They helped me
arrange all the interviews with
Chinese investors, local business
leaders and local companies
working with the Chinese in
advance, making my trip to the
city much more fruitful than I
expected.
“I think they are very helpful
people and I very much enjoyed
working with Business
Birmingham.”
Zhang Haizhou,
Chief London Correspondent,
China Daily

59. Media coverage from 1900 hits worth more than £16.7 million
between Apr 2011 - Dec 2012

60. Partnership programme
 Marketing Birmingham works with some 425 local companies
 65% growth over the last 18 months
 Work to tailored objectives based around three principles.
For businesses this can include:
 Content - Access to our marketing & communications
channels, data, sales missions and business
development events
 Profile - Relevant involvement in our media work
 Influence - Access to a wealth of public & private sector
relationships with key influencers and decision makers

61. Commercial Partners
businessbirmingham.com

62. Tools
www.birminghamtoolkit.com www.everythingbirmingham.com

63. Tools
Culture media briefing pack for Visit Birmingham

64. Tools
We can also support you with:
Press pack info on the city’s offer – visitor and business
Images
Itineraries – available on www.visitbirmingham.com
Stats and facts
Case studies
Quotes and comments

65. Contact us
Amanda Lowe
Head of Communications
Email: Amanda.Lowe@marketingbirmingham.com
Direct: +44 (0) 121 202 5075
Mobile: +44 (0) 7766 465 670
Rebecca Bannister
PR Manager
Email: Rebecca.Bannister@marketingbirmingham.com
Direct: +44 (0) 121 202 5112
Mobile: +44 (0) 7903 924 896
Ellie Rance
PR Executive
Email: Ellie.Rance@marketingbirmingham.com
Direct: +44 (0) 121 202 5002
Tom Marlow
PR Assistant
Email: Tom.Marlow@marketingbirmingham.com
Direct: +44 (0) 121 202 5088

66. Contact us
www.businessbirmingham.com
@business_bham
Business Birmingham
www.visitbirmingham.com
@visit_bham
Visitbirmingham
www.meetbirmingham.com
@meetbirmingham
www.marketingbirmingham.com
www.birminghamtoolkit.com
www.everythingbirmingham.com

67. Or, have a look at....
http://pinterest.com/visitbirmingham/
http://www.youtube.com/everythingbirmingham
http://www.flickr.com/photos/everythingbirmingham/
http://www.slideshare.net/Marketing_Birmingham

69. Thank you
Any Questions?