Visit Birmingham and Virgin Trains have partnered for ‘Birmingham – Sparkling at Christmas’, with creative by Chosen.
The integrated marketing campaign, which includes national and regional advertising, online activity and a targeted PR and media plan, aims to drive visitors to the region over Christmas.
Emma Gray, director of marketing services at Marketing Birmingham, which manages the Visit Birmingham campaign, said: “The city’s visitor economy is worth £4.4bn annually, with an estimated 3 million coming to Birmingham for the Christmas market alone.
“This campaign is another example of how working closely with partners can benefit Birmingham and the wider region as we aim to showcase our strengths as a destination. All of our partners have bought fully into the campaign, which we hope will underline that Birmingham, Solihull and the Black County have a lot to offer during the boom Christmas period and beyond.”
The campaign will target passengers along key Virgin Trains routes, including London, Milton Keynes, Coventry and Crewe.
Steven Seddon, marketing manager at Virgin Trains, said: “We are delighted to be joining forces with Marketing Birmingham and look forward to carrying many visitors to all the attractions the city has to offer. Although we run the most frequent and fastest services between London and Birmingham visitors can also use our direct and regular trains from Watford Junction, Milton Keynes, Rugby, Coventry, Wolverhampton and Crewe.”
A dedicated Christmas in Birmingham website was created by One Black Bear, including offers, competitions, videos, event information and an interactive advent calendar.