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Tourism campaign aims to change visitors’ perceptions of West Midlands in run-up to exhilarating summer

A new campaign which aims to attract domestic leisure visitors in the run up to, during and after the upcoming Birmingham 2022 Commonwealth Games, demonstrating why the region is such a modern, creative heartland, has launched across the UK.

Captivating up to 1.5 billion people across the world, the Birmingham 2022 Commonwealth Games are a once-in-a-generation opportunity to showcase the West Midlands and the wider UK to potential visitors.

The tourism campaign, launched by the Birmingham 2022 Business and Tourism Programme, is fronted by Oldbury stand-up comedian Darren Harriott who, as part of the digital campaign, presents a wondrous tour through the West Midlands, featuring animated worlds, incredible dragons, and unique destinations.

“To change perceptions, you need to take people on a journey, so that’s how we viewed the campaign – as a chance to take the audience on a whistlestop tour of the many worlds of the West Midlands and make it a trip as magical and diverse as the region” Adam Concar, Creative Director for RBL, the brand agency responsible for the campaign, explained.

Major attractions and sites from across the West Midlands are featured as part of the campaign, including Digbeth’s creative district, food destinations from across the region such as the Balti Triangle, historic Warwick Castle, The Bear Grylls Adventure, the world-class Royal Shakespeare Company, the unique architecture of the Selfridges store in the Bullring and the city’s iconic Centenary Square.

Rolling out across cinema, social media, out of home and digital advertising, the campaign has been designed to attract domestic, overnight, city break and short break leisure visitors, who’s increased spend will bring long-term economic benefits and support business growth in the region.

“This campaign shows the kind of creative thinking and innovative approach that this region does so well. We’re really excited by how this campaign will make people feel, and to be able to invite more people to experience the many worlds of the West Midlands for themselves” Becky Frall, Head of Tourism at West Midlands Growth Company said.

About the Business and Tourism Programme

The Business and Tourism Programme (BATP) aims to leverage the Birmingham 2022 Commonwealth Games to embed positive perceptions of the West Midlands into the international imagination, driving long-term economic benefits across the region, fostering civic pride. Focusing on tourism, trade and investment, the three-year programme will catalyse the West Midlands’ growth strategy, cementing the region, and wider UK, as a globally sought-after location to visit, invest and live in. Its work focuses on nations and territories across the Commonwealth. BATP is sponsored by E.ON, AirBnB, Reckitt, University of Birmingham, Bruntwood and Gowling WLG.

About West Midlands Growth Company (WMGC)

Established in 2017 by the West Midlands Combined Authority, the WMGC is helping to create new jobs, expand existing businesses and attract new businesses and investment to the region through leisure, business tourism and inward investment programmes.

About Darren

Darren Harriott a stand-up comedian from Oldbury, West Midlands. He was nominated for the Best Newcomer Award and Best Show Award at the Edinburgh Fringe Festival in 2017 and 2019 respectively, a regular on Love Island Aftersun and panel shows from 8 out of 10 Cats to Mock the Week. He is an active member of the Campaign Against Living Miserably.

For further information or images:

Karen Newbold at rbl
Phone: 01926 678 368
Twitter: @RBLBrandTeam

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