marketing birmingham commercial members meeting 21.05.13

Commercial Members Meeting

21st May 2013

marketingbirmingham.com

WelcomeNeil Rami

Chief Executive


Agenda9.00am Welcome

Neil Rami, Chief Executive, Marketing Birmingham

9.05am Development of Birmingham Airport,

Will Heynes, Development Director, Birmingham Airport

9.20am Edgbaston & Champions Trophy Cricket

Craig Flindall, Finance Director, Warwickshire County Cricket Club

9.35am Marketing Birmingham Operational Update

Ian Taylor, Commercial Director, Marketing Birmingham

10.00am Informal networking

10.30am Meeting concludes

Birmingham Airport

ICAO Cat 4E

24 hour operation

72 aircraft stands, 20 airbridges

Operational Data - BHX (EGBB)

Schedule facilitated – slots

Max capacity 3000pax per hr

Max scheduled aircraft B777- 300

Single Runway 2,599m

CAT IIIB operation

44 runway movements/hr

BHX – Route Network

Schedule facilitated – slots

Max capacity 3000pax per hr

Max scheduled aircraft B777- 300

Single Runway 2,599m

CAT IIIB operation

44 runway movements/hr

48 Airlines143 direct routes (422 destinations with one stop)

•

Runway Extension – 3003m

Extended Airport Capability

Extended Airport Capability

November 2012

Extended Airport CapabilityAir traffic Control facilities

November 2012

New OpportunitiesMonarch Engineering Hangar

Birmingham AirportFuture Development

High Speed RailHigh Speed Rail Connectivity

Airport strategyUK Aviation Growth – Regional Options

www.balancedaviationdebate.com

Birmingham Airport has called on the Government to support the Midlands economy, by considering four key policies:

•Implement a differential tax regime at airports with spare capacity

•Consider a congestion charge at congested airports

•Create and market a network of national airports

•Unilaterally liberalise air service arrangements from this network of national airports

Airport strategy

UK Aviation Strategic Change – Birmingham Airport


Airport strategy

UK Aviation Strategic Change – Great Cities


UK Aviation Growth – Airports Commission


ICC Champions Trophy Edgbaston – June 2013

ICC Champions TrophyEdgbaston – June 2013

Old Edgbaston

Old Edgbaston

• Facilities no longer fit for purpose

• Ground commensurate with low level of spectator experience and secondary spend in the stadium

• No certainty over long term supply of Major Match Day

• Real risk of Birmingham losing international cricket

New Edgbaston

New Edgbaston

• £36m investment in the stadium and wider site funded via a loyal set of long term partners – Birmingham City Council, AWM (now HCA) and Compass Group

• 2nd largest cricket stadium in the UK (largest outside London) – 25,000

• World class facilities for spectators, players and media

• Diversification of the business model via use of new facilities on matchdays and non matchdays

• 1,000 people employed on a large matchday – 70% who live locally

Confirmed Major Match programme – 2013-2016

Year Major Matches

2013 ICC Champions TrophyAustralia ODIt20 Finals Day

2014 India ODISri Lanka ODIT20 Finals Day

2015 Ashes Test MatchNew Zealand ODIT20 Finals Day

2016 Pakistan Test MatchSri Lanka ODIT20 Finals Day

Date Match

30 May Pakistan v Sri Lanka (warm up)

1 June India v Sri Lanka (warm up)

4 June Sri Lanka v West Indies (warm up)

8 June England v Australia

10 June Pakistan v South Africa

12 June Australia v New Zealand

15 June India v Pakistan

23 June The Final

ICC Champions Trophy – Edgbaston schedule

Key facts

• 1st time a final of a global cricket event in England has been staged outside of London

• 4 out of 5 matches sold out - over 100k of supporters attending Edgbaston and Birmingham over the tournament period – estimated impact over the year of c£12 million

• India v Pakistan sold out in 2 hours. UKTI event before the fixture

• Engaging local communities – large schools attendance together with supporters of all teams reflecting Birmingham’s diverse populations

• Event to be broadcast in over 220 countries – large viewing audiences in South Asia/sub continent and India in particular. Estimated tournament viewing figure of c1 billion

• The last ICC Cricket World Cup in 2011 was 2nd only to the FIFA World Cup in terms of total viewing minutes

ICC Commercial Partners

• Global blue chip brands with Asian focus• Tournament fixtures will also be attended by senior high

commission/embassy staff from each country• First cricket tournament to have 360 LED boards

Edgbaston/Birmingham legacy

• Major exposure for the City in certain key markets

• Adds to the City and Club’s legacy of hosting international sporting events

• Further puts the Club at the heart of the community via consistent post tournament engagement with the schools, clubs, community groups and individuals who attend matches

• Impetus to the launch of the “Edgbaston Foundation”, the Club’s new charitable arm, and our other CSR initiatives which will be launched following the tournament

Edgbaston/Birmingham legacy - cont

Year Major Matches

2017 South African Test SeriesICC Test World Championship

2018 India Test SeriesPakistan Test Series

2019 ICC Cricket World CupAshes Test Series

Major Series/Tournaments included in the next tender round

• A successful tournament in the City will be a significant factor in the Club’s tender for the above fixtures which would, if successful, provide a further multi million £ boost to the local economy

Operational UpdateIan Taylor

Commercial Director


Document HeadlineDocument Sub-headline

Group travel – market increase by 35.9% coaches and 37.3% visitors

Hotel occupancy - +80%, peaking at 85% in mid December – 4% increase

Hotel revenues - up by 11% on 2011 to more than £7.7 million

Christmas market footfall - 4.3 m delivering an economic impact of £85m

An integrated international campaign

Attracting more visitors

Winning new conferences & events

Securing inward investment

Integrated programmes

Marketing plan: Pitch branding, including the final, at EdgbastonCity dressing – advert sites, mobile flags30s Birmingham film shown during televised coverageMatch programme advert

ICC Champions Trophy Destination partner

City dressing

Collaborative PR

Direct engagement with 1,000 journalists

Provision of comprehensive media packs

On the ground press office support

Through Visit Britain, leveraging all material with international media offices

Proactive media campaign including: - City tours

- ‘Down day’ itineraries

- Photo stunts

Culture campaign

Volume and value – to drive overnight visitors using the attract motivator

Targeted visitors – aim to increase on existing 10 million arts & culture visitors

Celebrating the next generation – 11 organisations and 70 individuals

Profile – Individual profiles - over 4,500 unique page views so far

Digital – Near 100% increase in unique pageviews for culture section of website

Look Book – sent to national journalists with offer of media visit

Culture results so far

Birmingham Look Book – media briefing pack

Visit England – The Great Adventure

Working in collaboration with Visit England, Wallace and Gromit visited Birmingham landmarks

Media coverage worth approximately £8 million for 12/13

Summer 2013 campaign

Attract visitors to Birmingham, Black Country

& Solihull

- increase volume & value

- encourage overnight stays

Leading message – food

Supporting message – great outdoors &

attractions

Summer 2013

Advertising – food & lifestyle magazines & targeted online

Door drops

VisitBirmingham.com & social media

Infomercials

Smartphone app

Highlighting:

- local food heroes, food events & food places

Promoting:

- events, attractions, the great outdoors, outdoor activities

Birmingham food app

Get involved with summer!

Hold your own food event

Hotel offers

Attractions deals

Talk to us

Aston Manor & Fleet Street Kitchen

- collaborative dish, promoted by VB channels

Get involved!

Leveraging existing events

Disney’s Lion King & Birmingham Hippodrome Selection of hotels offering room rates and restaurant

offers

Additional profile on Visit Birmingham website

Promotion to all ticket bookers within 1.5hrs journey time of city centre

Malmaison Hotel du Vin

Hyatt Regency Holiday Inn City Centre

Hilton Garden Inn Hampton by Hilton

Hotel La Tour Ramada Encore

Birmingham Marriott Jurys Inn

Wayfinding & Maps

Marketing the region

Five Visit Britain FilmsShowcasing attractions and organisations in Birmingham, Black Country and Solihull

Films profiled on Visit Britain TV and distributed to 21 international sales representatives

Profiling of Events Lolihull – Solihull’s comedy Festival

Solihull’s Jazz Festival – (King Biscuit featured in Culture Campaign)

Competitions via social media and offers on Visit website

Library of Birmingham

Opening festival 3 Sept – 31 Dec 2013

Events, performances, activities

- Discovery Trail

- Creative Residences

- Volume: Birmingham’s art, book & print fair

www.libraryofbirmingham.com

Volume and value – targeting group travel & overnight stays

Campaign content – attractions, restaurants, Frankfurt market, concerts, events

Partnership working – city and region partnership packages

Christmas 2013

Where the world meets

Sales missions - 30 national & international

Ambassador programme - generated 5 events in

collaboration with Universities

2012/13 International National Total

New events secured

6 8 14

Bed nights generated

11,200 22,100 33,300

Economic impact

£5.1m £8.2m £13.3m

New Bids 13/14

Event Bid Date Attendees Bed nights Economic Impact

Federation of American Societies for Experimental Biology (FASEB) 2015, 2016 and 2017 1200 total 6000 £2,184,000

European Asoication of Work and Organisational Psychology (EAWOP)

2017 1500 3000 £1,638,000

Best practice – to inform Meet Birmingham positioning, strategy and tactics

Primary research – understand key factors behind organiser decision making process

Competitor destinations – comparative performance, costs, facilities and convention bureaux operations

Benchmarking research project

The World’s Meeting Place

Integrated campaign to position Birmingham as a leading destination international business tourist – building brand on trust and relevance

Focus on the power of events and the thought leadership opportunities

Showcase the 'people on the ground' who make it happen

Reflect a variety of venue options:- Large scale: The NEC

- Sporting venues: Edgbaston- Academic event facilities: Conference Aston- Hotel options: Hotel Indigo

Media coverage worth approximately £2 million for 12/13

Investment Performance

27 FDI investments in Birmingham in 2011/12 - 3rd in the UK

40 FDI investments in Birmingham in 2012/13 - 2nd in the UK

70% of 2012/13 investments handled directly by Business Birmingham

GBSLEP will see highest FDI project growth levels of all UK LEPs

90% of GBSLEP total FDI projects landed in Birmingham

FDI: Foreign Direct Investment

FDI projects 2012/13

businessbirmingham.com

Questions & Answers


marketing birmingham commercial members meeting 21.05.13

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