Marketing Birmingham Commercial Members Meeting 27.02.13
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Transcript of Marketing Birmingham Commercial Members Meeting 27.02.13
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C ommerc ial Members Meeting
27th February 2013
marketingbirmingham.com
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Welc ome Tim Manson
Operations & Policy Director
marketingbirmingham.com
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Agenda
marketingbirmingham.com
9.00hrs Tim Manson, Marketing Birmingham 9.05hrs Malcolm Pitt, Programme Manager, Network Rail 9.20hrs Keith Stone, Leasing Director, Grand Central Birmingham 9.35hrs Ian Taylor, Marketing Birmingham Operational Update 9.50hrs Questions & Answers 10.00hrs Meeting concludes
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Redeveloping New Street station Laying the foundations for Grand Central
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CLICK TO ADD TITLE Th
e he
art
of a
city
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CLICK TO ADD TITLE THE HEART OF A NETWORK
• Approximately 200 stations direct • Circa 90% of the rail network with one
change • 80% of rail services into Birmingham • Busiest station outside London • 40 million people a year and growing • 79% of them ABC1 demographic • High proportion of leisure travellers • Train every 37 seconds
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CLICK TO ADD TITLE A MAGNET FOR INTERURBAN TRAVELLERS
Rail car parking spaces within: • 20 mins - 8500 • 30 mins - 12000 • 40 mins - 14500 • 60 mins – 20000 • And growing…
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CLICK TO ADD TITLE THE PAST
• Limited passenger capacity • Poor access to both concourse and platforms • Poor experience • No natural light • Can’t cater for growth • Poor connectivity across city • Hinders economic growth & regeneration
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CLICK TO ADD TITLE THE PRESENT
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CLICK TO ADD TITLE THE FUTURE
• Space • Access • Quality • Light • A landmark • A gateway
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CLICK TO ADD TITLE CHALLENGING DELIVERY
Car park
City centre location
Shopping centre
Operational Railway
Workplace for 1,500 rail staff
Office block
Underground station
Busiest station outside London
Train movement every 37 seconds
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CLICK TO ADD TITLE HOW WE’RE DOING IT
Phase 1: 2010 - 2013
Phase 2: 2013 - 2015
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CLICK TO ADD TITLE WHAT WE’LL SEE FROM APRIL
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CLICK TO ADD TITLE BEHIND CLOSED DOORS
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CLICK TO ADD TITLE NEW ENTRANCES
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CLICK TO ADD TITLE NEW CITY CONNECTIONS
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CLICK TO ADD TITLE JOHN LEWIS UNDERWAY
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CLICK TO ADD TITLE WHAT WE’LL SEE FROM 2015
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CLICK TO ADD TITLE IT’S EASIER TO SHOW THAN TELL
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CLICK TO ADD TITLE AND IT DOESN’T STOP THERE …
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And now for the interesting bit…
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Grand Central Keith Stone
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CLICK TO ADD TITLE THE OPPORTUNITY
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CLICK TO ADD TITLE 250,000 Sq Ft JOHN LEWIS
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CLICK TO ADD TITLE OVER 40 SHOPS
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CLICK TO ADD TITLE MORE THAN 15 CAFES & RESTAURANTS
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CLICK TO ADD TITLE QUALITY ENVIRONMENT
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CLICK TO ADD TITLE CITY SYNERGY
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CLICK TO ADD TITLE 1,000 NEW RETAIL JOBS
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CLICK TO ADD TITLE TIMELINE
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CLICK TO ADD TITLE AMBASSADORS
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CLICK TO ADD TITLE GRAND CENTRAL TOUCHES EVERYONE CONSUMER MARKETING
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CLICK TO ADD TITLE QUESTIONS
Malcolm Pitt
Keith Stone
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Operational Update Ian Taylor
Commercial Director
marketingbirmingham.com
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Vis it B irmingham ac hievements
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
Domestic 2012
Growth trend
Number of visitors
30.9m
104m
Visitor value
£18.5bn
£16.2bn
Bed nights (average)
7.6
5
S ec tor performanc e – nationally
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2012
Growth trend
Visitor volume 33.5m
Visitor value
£4.9bn
Bed nights (aver.)
4.6m
S ec tor performanc e – B irmingham
Delivered - 10% growth since 2006
Supports - 60,000 + jobs from entry level to senior management
Generated - significant capital investment (10 new hotels) in last 18 months
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Document Sub-headline Doc ument Headline
marketingbirmingham.com
Image Xxx Xxx xxx
Barriers
Post-2012 – games + celebrations
Large global aviation
route network at a
national level, enhanced
by local investment in
Birmingham Airport Strong visitor motivators –
culture, heritage and food
Investment – infrastructure,
retail and public realm
Opportunities Global trends
Economic performance issues
Increasing competition and
investment for tourism
Policy changes by
competitors to attract visitors
New markets opening BRIC
as inbound sources
Lack of awareness of
anything outside London
Domestic perceptions
Deterrent effect of the
visa regime
Small share of voice in a
crowded marketplace
Cost
Product and packaging
gaps
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Document Sub-headline Doc ument Headline
marketingbirmingham.com
Volume & Value RevPAR
Strategic challenges
Connectivity and route development Product for new audiences + visitors
Product packaging Route to market
Thematic campaigns International partnerships
Trade focus
International partnerships Pipeline building & conversions
Sectoral focus
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A year of delivery
marketingbirmingham.com
Business Birmingham directly supported the creation of more than 4,000 jobs in the city region between April 2011 - December 2012, generating an economic impact of over £150m
Birmingham’s visitor numbers at a record high of 33.5 million – the area’s visitor economy is now worth £4.9 billion - an increase of 10% since 2006
Meet Birmingham has led 47 bids for national and international events and conferences during the last 18 months
The Observatory commissioned research identifying key sectors for Business Birmingham to target for investment, resulting in a strategy that has so far helped create more than 4,000 jobs
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Doc ument Headline Document Sub-headline
C hris tmas 2012 evaluation Group travel increased 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 4.3 m footfall, delivering £85m economic impact
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Media coverage from 1900 hits worth more than £16.7 million between Apr 2011 - Dec 2012
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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 Sweden, Italy, Germany, USA B2B Target group travel and travel intermediaries Trade events – Nordic countries, Germany,
China, India, USA
Vis it B irmingham 13/14 ac tivity plans
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Volume and value – to drive overnight visitors using the attract motivator
Celebrating the next generation – 11 organisations and 70 individuals Multi-channel campaign – March/April 2013 targeting national and regional visitors
P utting a s potlight on c ulture
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C ulinary s ummer 2013
National tourism campaign – May through July to profile Birmingham’s culinary offer and drive overnight leisure visitors Partnership opportunities – hotels, restaurants, bars, markets, producers and festivals
Regional celebration – collaboration with the chef community and University College Birmingham to put a spotlight on the next generation
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Building volume – targeting group travel intermediaries, sales missions Getting reach – profile campaign in specialist media and trade events (BOBI – March)
Partnership working – inbound events and Visit Showcase (September)
Developing trade pipeline
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Yonex All England Badminton Championships – 5-10 March, The NIA Champions Trophy Cricket – 6-23 June, Edgbaston Lion King – 28 June – 29 September, The Hippodrome
E vents
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Meet B irmingham ac hievements
Secured 5 new international events in 2012
- 9,200 bednights, impact £4.7m
Secured new 10 national events in 2012
- 13,600 bednights, impact £8.2m
30 national & international sales missions
Dedicated Meet Birmingham showcase
delivered £80,000 of direct venue business
Ambassador programme with Universities
delivering conference business
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Media coverage from 600 hits worth more than £4 million between Apr 2011 - Dec 2012
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Meet B irmingham 13/14 ac tivity plans
Targeting agency, corporate and association
markets
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
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Profile and reach – April/May sector led targeted domestic awareness activity Competitor benchmarking – Interrogate domestic and international market Partnership working – Ambassador programme continuing to work with academic sector to grow pipeline and convert
G rowing the events s ec tor
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Incentivising – enhanced welcome package and sales tool to increase conversions Growing business– access to networks, how can we make life easier for the organiser?
Partnership working – opportunities for industry engagement and added value services
T he Meet C atalys t programme
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Developing markets Working in partnership with Birmingham Airport, route development marketing activity has focused on: Ireland China India Italy (Rome) Sweden (Stockholm) East coast USA Germany
R oute development
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Doc ument Headline Document 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
G lobal reac h
16 trade events 80+ 1:1 sales meetings
12 locations 5 major country routes in the pipeline
Potential for 1m extra passengers in next 2 years
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Ques tions