Birmingham Tourism campaign puts city’s culture centre stage

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National marketing campaign targets visitors to spend a cultural break in Birmingham; Cultural organisations back city’s latest promotional campaign

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Birmingham provides a huge stage from which we can showcase and celebrate a new generation of artists

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Visit Birmingham has unveiled a new Birmingham 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%) of tourists visit for its eclectic cultural scene and almost half (45%) of those who have visited in the last five years agree that Birmingham is home to world-class arts and culture.

Emma Gray, Director of Marketing Services for Visit Birmingham, the city’s leisure tourism programme, said:

“With culture a key driver of tourism to Birmingham and the wider region, the ‘See More, Feel More’ campaign celebrates our rich cultural heritage . Ranging from street art to classical theatre and traditional music from the region’s diverse communities, the talented artists and performers taking part in this campaign captivate and enthral audiences across the globe.

“Birmingham is one of Europe’s youngest and most vibrant cities – hosting countless independent festivals, musical performances and sporting events each year. The city region provides a huge stage from which we can showcase and celebrate a new generation of artists.”

‘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.

Stephen Maddock, Chief Executive of the City of Birmingham Symphony Orchestra, which features in the ‘See More, Feel More’ campaign, said:

“By joining forces with Visit Birmingham to launch its cultural campaign, we are pooling the best talent in the city region to attract a new audience and entice previous visitors back here. The campaign will provide us with a stronger collective voice to shout about the exciting work happening here.”

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 http://www.visitbirmingham.com/culture.

ENDS

About Visit Birmingham Visit Birmingham is the city’s official leisure tourism programme for Birmingham, part of Marketing Birmingham’s destination marketing strategy. As one of the top visitor cities in the UK, attracting over 33.5 million visitors a year, Birmingham is a must-visit leisure destination for all.

About Marketing Birmingham Marketing Birmingham, the city’s strategic marketing partnership, operates the city’s leisure and business tourism programmes – Visit and Meet Birmingham – as well as its inward investment programme, Business Birmingham. The company is funded by the public and private sectors, including Birmingham City Council, European Regional Development Funding through its Investing in the City Region project and some 400 local companies.

About City of Birmingham Symphony Orchestra
Founded in 1920 by the civic leaders of the city of Birmingham, the CBSO has a world-wide reputation as a pioneer for music, whilst also being deeply rooted at the heart of the UK’s second city. The quality, range and scale of the programme delivered by the CBSO’s family of orchestral musicians, conductors and choruses is unrivalled anywhere in the world and, as it nears its centenary in 2020, it will continue to push the boundaries to secure a great future for music in Birmingham.

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