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Marketing Birmingham’s vision of technology supporting the visitor experience

Marketing Birmingham’s vision of technology supporting the visitor experience. Tim Manson Operations and Policy Director 24 th September 2008. How did it start. 2005 business review New management team New business plan New funding agreement with key stakeholders E-commerce strategy

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Marketing Birmingham’s vision of technology supporting the visitor experience

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  1. Marketing Birmingham’s vision of technology supporting the visitor experience Tim Manson Operations and Policy Director 24th September 2008

  2. How did it start • 2005 business review • New management team • New business plan • New funding agreement with key stakeholders • E-commerce strategy • To provide focus and put Birmingham at the cutting edge

  3. Size of the Market • Over 32 million visitors to the city, a 5% increase • Business • Leisure • Visitor Friends and Relatives (VFR) • Visitor spend of over £4.4 billion, a 11% increase • Business Tourism worth £6.6 billion to the region • City ranked best business environment in 2008 *56% of all visitors arrive by train this gives Opportunities and challenges for a seamless journey

  4. A Vision to 2012 Marketing Birmingham’s vision is clear and unequivocal: to give visitors to Birmingham a world-class visitor experience. This five year plan focuses on improving perceptions of the city and raising economic performance through experienced based marketing. Put simply we need more people sampling the city and more people communicating with and about the city. To support this objective Marketing Birmingham needs to attract more customers.

  5. . Strategic Priorities  Events: ‘The “Show” Business’ – an increased focus on proactive targeting of events which showcase the city and attract media attention  Partnerships: ‘Sum of the Parts’ – creating new marketing partnerships and increasing resources to enhance the city’s image and generating greater impact Media: ‘Tune In, Log On’ –widening our communications network to embrace the broadcast media, new digital platforms and user generated contributions. Visitors: ‘Tourism Matters’ – ensuring the marketing intelligence and industry understanding are used effectively at a local, regional and national level. Choice: ‘Flaunt It Not Flog It’ – moving away from direct transactional business and developing an e-commerce approach ensuring speedy, comprehensive, up to date customer focused services.

  6. How do you… give visitors to Birmingham a world-class visitor experience We have broken the visitor experience into Phases • before • during • after

  7. Pre-Arrival • Web • Bookability • Market Segments • Message and whey you communicate changes with the market • E-newsletter – offers/discounts • Community info – for VFR market

  8. Our Major Campaigns • Birmingham: Built For Business • Birmingham: Live and Learn • Visit Birmingham • Meet – Business Tourism

  9. Birmingham: Built For Business Objective: Improve perceptions of City as a business location Increase propensity to invest Support wider investment targeting efforts Rationale: Economic conditions demand need to promote Need to maintain confidence in market Ensure long-term approach to growth continues Messages: Much public infrastructure already committed We have a plan for growth Emerging strength in certain sectors

  10. Campaign Objectives • Sell Birmingham as the location and establish the city as a magnet for youth • Let real students tell the story to prospective students about how it really is in Birmingham • Use social networking as a platform to promote Birmingham • Concentrate on Birmingham from a lifestyle and not a course point of view • Living • Studying • Working as a graduate in the city • Build a campaign that expands from purely 3 Universities to all 5, plus graduates plus FE

  11. Website

  12. CinemaAdvert • Launched at IMAX - 5th Sept • In conjunction with Kerrang radio and the Dark Knight • Promoted on air and via www.kerrang.co.uk • Advert will be shown at screenings of Death Race, My Best Friend’s Girl and Babylon AD from mid-Sept, in Central, Granada and Yorkshire regions

  13. Press Insert

  14. Visit Birmingham-A new leisure tourism campaign Objectives • Drive traffic to www.visitbirmingham.com • Increase the amount of overnight stays • Improve perception • Gain positive PR coverage • Create a brand that reflects the leisure offer of the city, has stand-out and is memorable – (nb. NOT a city re-brand)

  15. Campaign Phase 1 Football • Launched 11th August 2008 • Up to £1.4m marketing investment attracting £26m media value over 3 years • A first for English football • Gain global recognition of Birmingham • 3 year deal with 18:1 return on investment • A worldwide platform to advertise Visitbirmingham.com • Most UK Corporates/Executives follow a Team • Premiership – 3.13bn Global Audience • Premiership biggest annual sporting event in the world • Premiership is broadcasted in 205 countries • Football fans sit in higher income bands than any other sport • High PC Ownership – KEY • High propensity to travel • Football fans travel to cities on breaks

  16. AVFC Perimeter Boards

  17. DEMOS Housing Bureau – ConferenceBookings Packaging – Citybreaks Offer – Citybreaks Business Tourism Conference Registration Leisure Tourism CRM & CMS Restaurant Booking – Livebookings Venue Finding – Chaser Ticketing – ENTA V4 Corporate Website Partner Web/ CRS/3rd Parties Consumer Website MIS

  18. Business Tourism

  19. Business Tourism

  20. Leisure Tourism

  21. CitybreaksTM

  22. Leisure Tourism Cont’d

  23. Website & CMS

  24. In Destination Digital/New Media • Fiz • Car parking • Travel • Wifi • IO Globel • Science City • Trailing the pushing of digital info Traditional • TIC’s (650,000 visits) • Hotels and other Visitor venues • Customer facing staff • Street Wardens (27,228 contact with the public)

  25. Post Trip • Costumer Satisfaction • Trip advisor – ratings/reviews • CRM • e-bulletin

  26. Next Steps: Voice of Tourism • In destination work • Interconnect • Gateways at Birmingham New Street and Birmingham International Airport • Digital Signage and Way finding • NEC Partnership Programme • Conference Concierge Solution

  27. Conference Attendee Journey: During the Conference • Attendees receive services and information through their personal • portal across multiple access devices • Keynotes • Panels • Parties • Who You Know • Who Knows You • Who to Meet • Cuisine • Atmosphere • Proximity to ICC/hotel • Price • Presentations • Videos • Interview • Blog connections • What’s Nearby • Gifts • Forgotten Items • Proximity to ICC/hotel • Entertainment • What’s Nearby For Me • Walks • Technologies • Applications • Tools • Topics of Interest • Happenings of Interest • Map • What’s Nearby • Sights • Top 10 • What’s On • For Me • Attendee Conversation • Walk • Drive • Bus • Train • For Me • For Me

  28. NEC GoodtimesTM

  29. Marketing Birmingham’s vision of technology supporting the visitor experience Tim Manson Operations and Policy Director 24th September 2008

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