marketing birmingham - telling the city’s story event, 11/4/13
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Marketing Birmingham
Telling the city’s story
Welcome
Bron EamesPRCA Midlands Chairman
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
‘PR-ing for England’ by VisitEngland’s Rebecca Holloway & Sarah Long
AGENDA
• VisitEngland’s role• Promoting England & the UK• Future plans & opportunities for
Birmingham
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).
Our Top People
• Chairman – Penelope, Viscountess Cobham
• Chief Executive – James Berresford
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
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.
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.
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.
Promoting England & the UK – from a corporate perspective
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!
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.
Wallace & Gromit – The Great Adventure
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.
Promoting England & the UK – from a consumer PR perspective
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
Future Plans & Opportunities for Birmingham
Holidays at Home are GREAT - Part II
• Wallace & Gromit road show
• VIP screening • World at West End
event
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
Future Plans & Opportunities for Birmingham
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
THEMATIC CAMPAIGNS
KEY STORIES 2013
• Heritage Romantic Heritage City
Breaks• Culture
Cultural Cities• Coastal
English Seaside Coastal escape
• Countryside Rural Escapes The Great Outdoors
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
KEY STORIES 2013
THEMATIC CAMPAIGNS
www.visitengland.com
Online
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 monthAverage time on site: 3.5 mins
OPPORTUNITIES
•Competitions
E-newsletters
Online
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
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
- 159,594 likes- growth approx. +300 p/w
Competitions currently promoted through -Social media channels (Facebook, Twitter, G+)-e-newsletters & website
Twitter, YouTube, G+
-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
About
• A comprehensive tourism product
• Populated with images that appeal to the domestic and international markets
• Modernising the England imagery product
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
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 involvedMichelle Wood
michelle.wood@visitengland.org0207 578 1470
PR
What the PR team does
• Travmedia media alerts Gorkana database• Vibe intranet International offices• Research & Insight team Image library• B-Roll library Periodical subscriptions
PR’s resources
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
• 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
Key stories 2013 and beyond
KEY STORIES 2013
• Chelsea Flower Show centenary – Gardening Tourism
• Benjamin Britten centenary – Musical Heritage
• The Coronation Festival – Royal links
• Launch of RIDE London – England’s best bike rides
• 50 years of Doctor Who - Sci Fi England
• England Rugby League
2014•World War 1 centenary
2015•Rugby World Cup•800th anniversary of Magna Carta
Ongoing•Set-Jetting•Seasonal
PR
• 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!
What the PR team needs from you
Don’t be a stranger
• Sarah Long – Head of Corporate CommunicationsSarah.long@visitengland.org / 020 7578 1452 / 07500555651 /
@sarahalexandral
• Rebecca Holloway – Head of Destination PRRebecca.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.
Telling the city’s story
Amanda LoweHead of Communications
Marketing Birmingham
Document Sub-headline
Document Headlinemarketingbirmingham.com
Visitor Economy Strategic MarketingInward Investment
Birmingham’s Economic Performance
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
Our programmes
Business Birmingham
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
Jobs created in the UK regions by foreign investors
businessbirmingham.com
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
Changing perceptions
Best to Invest - 2012
Fourth in Western Europe city rankingsThe 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
Quality of Living 2011 global survey
Most attractive UK regional city for quality of life
businessbirmingham.com
businessbirmingham.com
Recent successes
Birmingham active projects – by sector
Business Professionaland Financial Services
29.8%AdvancedEngineering
24.6%
Food and Drink
7.3%
Life Sciences
5.7%
ITEC
21.9%
DigitalMedia
1.5%
Logistics
9.4%
Sector composition(based on jobs)
Business catalyst programme
Programme
Partner
Offer Local labour pool analysis
Salary and ease of recruitment information Co-ordinated university
careers service Recruitment campaigns
Property and incubator
identification Short term
accommodation
Legal requirements Cost analysis
Professional services for business establishment
Mobile services
Advice on events and target media
Joint PR announcements Promotional opportunities
Visit Birmingham
Visit Birmingham achievements
Christmas campaigns
- delivered 3m visitors in 2011
- delivered 4.3m visitors in 2012 & 4%
increase in hotel occupancy
TV commercial viewed by 29m people in
2012
New York Times recognition as top 20
destination in 2012
Supported more than 20 independent cultural
festivals
Welcomed 2.5m visitors through dedicated
information service
International 2012
Domestic2012
Birmingham
Number of visitors30.9m 104m 33.5m
Visitor value £18.5bn £16.2bn £4.9bn
Average stay7.6 nights 5 nights 4.6 nights
Sector performance
Birmingham’s visitor economy
Delivered - 10% growth since 2006
Supports - 60,000+ jobs from entry level - senior mgt
Generated - significant capital investment 10 new hotels in last 18 months
Document HeadlineDocument Sub-headline
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
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
Putting a spotlight on culture
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
Visit Birmingham 13/14 activity plans
Meet Birmingham
Meet Birmingham achievements
Sales missions - 30 national & international
Ambassador programme - generated 5
events in collaboration with Universities
2012/13 International National Total impact
New events secured
6 8 14
Bed nights generated
11,200 22,100 33,300
Est. impact £5.1m £8.2m £13.3m
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
Regional Observatory
marketingbirmingham.com
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
Working with us
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
“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
Media coverage from 1100 hits worth more than £7.1 million Apr 2011 - Dec 2012
Media coverage from 1900 hits worth more than £16.7 million between Apr 2011 - Dec 2012
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
Commercial Partners
businessbirmingham.com
Tools
www.birminghamtoolkit.com
www.everythingbirmingham.com
Tools
Culture media briefing pack for Visit Birmingham
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
Contact us Amanda LoweHead of CommunicationsEmail: Amanda.Lowe@marketingbirmingham.com Direct: +44 (0) 121 202 5075Mobile: +44 (0) 7766 465 670
Rebecca BannisterPR ManagerEmail: Rebecca.Bannister@marketingbirmingham.com Direct: +44 (0) 121 202 5112Mobile: +44 (0) 7903 924 896
Ellie RancePR ExecutiveEmail: Ellie.Rance@marketingbirmingham.com Direct: +44 (0) 121 202 5002
Tom MarlowPR AssistantEmail: Tom.Marlow@marketingbirmingham.com Direct: +44 (0) 121 202 5088
Contact us
www.marketingbirmingham.comwww.birminghamtoolkit.comwww.everythingbirmingham.com
www.businessbirmingham.com
@business_bham
Business Birmingham
www.visitbirmingham.com
@visit_bham
Visitbirmingham
www.meetbirmingham.com
@meetbirmingham
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
Thank youAny Questions?
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