Tourism campaign puts city’s culture centre stage

By | Category: Travel news

Visit Birmingham has unveiled a new tourism campaign designed to boost the region’s cultural profile, as part of its ongoing strategy to build on the 10 million visitors that come to Birmingham for arts and culture annually.

The ‘See More, Feel More’ integrated marketing campaign targets visitors to spend a cultural break in Birmingham, the Black Country and Solihull through a range of national advertising, creative PR, digital and social media activity. The collaborative campaign, running until the end of May, shines a spotlight on the large variety of arts and culture found in the region, from classical to contemporary and critically acclaimed to cutting-edge.

The campaign has been backed by the region’s cultural organisations with a range of local artists and performers, including musicians from the world-renowned City of Birmingham Symphony Orchestra and dancers from Birmingham Royal Ballet, profiled in advertising and promotional material that features Birmingham city centre as a dramatic theatrical backdrop.

The promotional drive will build on the city’s growing reputation as a creative hub. Nearly a third (30 per cent) of tourists visit for its eclectic cultural scene and almost half (45 per cent) of those who have visited in the last five years agree that Birmingham is home to world-class arts and culture.

‘See More, Feel More’ profiles some of the region’s leading groups and artists in the worlds of dance, visual arts, performance and music. Contributing artists include Aston Performing Arts Academy, known as the UK’s first ‘urban glee’; King Pleasure and The Biscuit Boys, a jazz band playing at the Solihull Jazz & Blues Festival this May (24-27); and Punjabi folk dance group Sansaar.

Other performers and cultural stars include the Hina & Co Bollywood Dance Academy; Stephen Morrison-Burke, the city’s youngest-ever Poet Laureate; David Symons, Curator of Staffordshire Hoard at Birmingham Museum and Art Gallery; Gazebo Theatre Company from the Black Country; and Charlotte Hughes-Martin, a glass blower from Red House Glass Cone in Stourbridge.

Selfridges, Birmingham

Promotional activity will be supported by the launch of the Birmingham Look Book, a media briefing pack containing facts, stats, case studies and event listings for the year ahead to entice journalists to visit Birmingham, the Black Country and Solihull and learn about their diverse offering. In April, Visit Birmingham is also set to launch a campaign profiling the faces of the city’s ‘new beat generation’ – the rising stars in dance, music, poetry and a variety of other art forms – which will encourage residents and visitors to the city to get involved through digital and social media activity.

For further information on the wide range of cultural experiences available in Birmingham, the Black Country and Solihull please visit www.visitbirmingham.com/culture

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