Marketing to boost Birmingham by £12m

Marketing campaigns in Birmingham are set to increase annual visitor spending by approximately £12 million by 2008, new estimates reveal.

Underlining the effect of marketing on profits, figures obtained by the Birmingham Post show that lifestyle campaigns from Marketing Birmingham are set to deliver a shot in the arm to the city.

The figure is based on the Birmingham Bites food initiative, a fashion campaign and forthcoming drives to promote sports, arts and culture.

Welcoming the boost, city council seputy leader Paul Tilsley said: "The figure reflects the kind of return we expect for our investment, and of course, it will in addition have a positive effect on jobs in the city."

The marketing initiatives followed extensive research which revealed that, of the total visitor spend for the city in 2004, 30 per cent was spent on retail, 32 per cent on food and drink, 11 per cent on entertainment, 13 per cent on transport and 14 per cent on accommodation – totally £1.3 billion of spend.

The aim was to increase overall visitor spending by three per cent above inflation by 2008, the Birmingham Post reports.


© Adfero Ltd

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