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Visit Birmingham

Visit Birmingham uses young popualtion to launch New Beat Generation campaign

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By Gillian West, Social media manager

June 25, 2013 | 2 min read

Visit Birmingham has capitalised on its 18-25 year old population for a new campaign entitled ‘New Beat Generation’.

As almost half (40 per cent) of Birmingham’s population is under the age of 25 the strategic marketing partnership has produced a briefing entitled ‘Europe’s Young Cities: A New Beat Generation?’ examining the impact under 25s have on the cultural offerings of Europe’s youngest cities, such as Copenhagen, Lille, Rotterdam, Stockholm and Birmingham.

Each city’s young population is likened to the Beat Generation of the 1950s with the ‘New Beat Generation’ of the 21st century instigating an explosion of culture in each city.

Leader of Birmingham City Council, Sir Albert Bore, commented: “We pride ourselves on nurturing our young home-grown talent, through access to a variety of cultural activities, as well as encouraging them to create their own events – which they do in abundance. As a result of this, we are experiencing a new wave of up-and-coming talent that is making an impact locally, nationally and even internationally. Birmingham’s young population, and their contribution to our cultural offering, is something for the city to be proud of.”

All five of the cities featured in the briefing have their cultural credentials highlighted, including the value of the creative sector and employment; the number of students qualifying in creative arts and design courses, plus details of cultural festivals, events and institutions.

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