West Midlands Growth Company worked in conjunction with headline partners including Birmingham City Council, West Midlands Railway, Retail Bid, as well partners from our commercial partner programme; Blue Man Group, Bitters N Twisted, CBSO and Cadbury World. Key aims were to increase the volume and value of visitors to Birmingham at Christmas and to maintain positive perceptions of the city as a great place to visit across the winter period and throughout the year.
The campaign was delivered primarily using the Visit Birmingham digital profile and channels, a microsite was specifically created for the campaign that hosted dedicated content, as well as utilising social as a key way to engage with visitors. Creative artwork and messaging was produced for the campaign and was used across all digital channels. The campaign was also supported via a digital advertising campaign, targeting visitors from areas outside of the region and promoting the festive offer.
West Midlands Growth Company and the Visit Birmingham website received an increase of 19% in page views from the previous year as well as an increase in quality of traffic compared to 2016/17 campaign. The social media element of the campaign using #ChristmasinBham achieved a reach of over 10 million. From visitors that were surveyed half reported that they would look to return to Birmingham in 2018. Highlighting that Birmingham is a great place to visit at Christmas, there was an overall visitor satisfaction rating of 94%. It was good news for retailers also, as the average visitor spend was up by 36%.