Marketing Birmingham Commercial Members Meeting 21.05.13
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Transcript of Marketing Birmingham Commercial Members Meeting 21.05.13
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Commercial Members Meeting
21st May 2013
marketingbirmingham.com
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WelcomeNeil Rami
Chief Executive
marketingbirmingham.com
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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
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Birmingham Airport
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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
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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)
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•
Runway Extension – 3003m
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Extended Airport Capability
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Extended Airport Capability
November 2012
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Extended Airport CapabilityAir traffic Control facilities
November 2012
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Extended Airport CapabilityAir traffic Control facilities
November 2012
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Extended Airport CapabilityAir traffic Control facilities
November 2012
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New OpportunitiesMonarch Engineering Hangar
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New OpportunitiesMonarch Engineering Hangar
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New OpportunitiesMonarch Engineering Hangar
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Birmingham AirportFuture Development
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High Speed RailHigh Speed Rail Connectivity
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Airport strategyUK Aviation Growth – Regional Options
www.balancedaviationdebate.com
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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
www.balancedaviationdebate.com
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Airport strategy
UK Aviation Strategic Change – Great Cities
www.balancedaviationdebate.com
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UK Aviation Growth – Airports Commission
www.balancedaviationdebate.com
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ICC Champions Trophy Edgbaston – June 2013
ICC Champions TrophyEdgbaston – June 2013
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Old Edgbaston
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Old Edgbaston
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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
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New Edgbaston
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New Edgbaston
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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
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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
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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
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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
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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
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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
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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
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Operational UpdateIan Taylor
Commercial Director
marketingbirmingham.com
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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
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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
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City dressing
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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
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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
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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
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Birmingham Look Book – media briefing pack
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Visit England – The Great Adventure
Working in collaboration with Visit England, Wallace and Gromit visited Birmingham landmarks
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Media coverage worth approximately £8 million for 12/13
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Summer 2013 campaign
Attract visitors to Birmingham, Black Country
& Solihull
- increase volume & value
- encourage overnight stays
Leading message – food
Supporting message – great outdoors &
attractions
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Summer 2013
Advertising – food & lifestyle magazines & targeted online
Door drops
VisitBirmingham.com & social media
Infomercials
Smartphone app
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Highlighting:
- local food heroes, food events & food places
Promoting:
- events, attractions, the great outdoors, outdoor activities
Birmingham food app
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Get involved with summer!
Hold your own food event
Hotel offers
Attractions deals
Talk to us
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Aston Manor & Fleet Street Kitchen
- collaborative dish, promoted by VB channels
Get involved!
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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
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Wayfinding & Maps
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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
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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
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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
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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
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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
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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
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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
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Media coverage worth approximately £2 million for 12/13
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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
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FDI projects 2012/13
businessbirmingham.com
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Questions & Answers
marketingbirmingham.com