Visit Birmingham and London Midland launch national marketing campaign targets food fans - 'Birmingyum'
Visit Birmingham has collaborated with London Midland for a campaign promoting the city’s food scene entitled ‘Birmingyum’.
The activity is part of an ongoing strategy to position Birmingham as an international leader in cuisine and looks to build on the city’s growing culinary profile with a range of national advertising, door drops, creative PR, digital and social media activity.
Starting with Birmingham’s summer of food events, the drive will also focus on the city’s dining scene – from local producers and farmers’ markets to restaurants and independent eateries. ‘Birmingyum’ ads will also run in titles such as BBC Good Food and the Guardian.
“The ‘Birmingyum’ campaign looks to further cement our reputation as a leading gastronomic centre by showcasing the vast spectrum of food available in the city, from Michelin starred restaurants to independent eateries, street food and artisan producers. The city has recently experienced an explosion in foodie events. Whether it’s a new food fair, pop up restaurant or dining experience, Birmingham continues to push the boundaries of culinary creativity, attracting new visitors keen to sample our unique gastronomy offer,” explained Ian Taylor commercial director for Visit Birmingham.
A ‘Birmingyum’ microsite highlights the city’s gastronomy and is designed to help visitors plan a food-filled trip to Birmingham, including hints on what to eat, buy, see and do. Infomercials of Birmingham’s best chefs, recipes, cooking tips, event listings and promotions also feature.
Birmingham restaurant Purnell’s head chef, Glynn Purnell, commented: “We have worked with Marketing Birmingham to promote the city’s culinary scene for many years. The new ‘Birmingyum’ campaign is a great platform to promote the diversity of food available here – from fine dining restaurants through to our burgeoning independents and the street food revolution taking hold of the city.”
Visitors, tourists and locals are urged to get involved using social media sharing their food passions and culinary experiences using the hashtag #Birmingyum. A new foodie app is due in August, helping visitors to uncover the city’s culinary gems.