Marketing Birmingham's brilliance
Changing perceptions of the city
It's not only people that change, so do cities. However, where Mother Nature might add a crease here and a grey hair there, Birmingham looks fresher than ever.
So how do you communicate this new vitality? You get WAA to craft an impactful new promotional city film - the first for Birmingham for over 30 years!
After digging down deep into the real essence of the new Birmingham, we distilled everything down to one emotive word - 'Brilliance'. Then, using WAA's film and TV expertise, we brought it alive in only five months, creating something truly special and unique for the city.
WAA managed the film project from story board to post production - drawing up location shots with the client and sourcing a cracking soundtrack by local band Murdoch. The result was premiered at Cannes to rave reviews and rapturous applause at an influential property exhibition. Since then, it has been shown on C4, BBC Sport and Sky to name but a few, reaching an audience of millions.
But the campaign didn't end there. WAA negotiated a six-page Financial Times supplement, 'Doing Business in Birmingham', which in addition to being distributed nationally was also given to the 150 delegates attending the Birmingham Summit for The Future. Plus adverts in the leading business publications relayed the message that Birmingham has changed.
And the impact?
More than just another promotional video, the film caught the mood of the city, gaining widespread acceptance from key stakeholders in the city to international investors and decision makers.
Nationally, the FT supplement and adverts were phenomenally successful in bringing attention to Birmingham, showing the city as leading the way in this sector. The film has also proven to be a useful tool for attracting new events to the city, while 10,000 copies were given out by Birmingham University to attract prospective students.