It's Time to Change Our Outdated Perceptions; MEDIA MARKETING Dave Hodgson, Marketing Director at Marketing Birmingham

The Birmingham Post (England), September 17, 2007 | Go to article overview

It's Time to Change Our Outdated Perceptions; MEDIA MARKETING Dave Hodgson, Marketing Director at Marketing Birmingham


Byline: Dave Hodgson

To attract more visitors to Birmingham, bring wealth into the economy and create an environment for growth, we must change outdated perceptions of the city.

To have a real impact on perceptions it's not enough to say "come and do this, go and see that" - people will simply think no thanks, it's Birmingham.

We have to give people a reason to want to come, we have to sell it as a whole experience, tap into lifestyle ideals and make people want to be part of the city.

Take Apple's iPod as an example, arguably there are technically more advanced MP3 players on the market but the iPod represents stature, generates emotion, a sense of belonging and represents a lifestyle.

This is at the centre of our approach - lifestyle marketing. We don't want to just say "come and see this play", we want to demonstrate that the arts scene in Birmingham is thriving: there's breadth, scale and quality to rival any other major city, the city nurtures homegrown talent and produces work of international standing, respected artists and performers want to be a part of the arts scene here, we are innovative and show real talent across a range of genres, this city is buzzing and if you're not a part of it then you're going to miss out.

In order to communicate all of this concisely we have created an integrated marketing and PR campaign, "Birmingham - Feel The Heat", to convey the breadth, scale and quality of the city's arts offer.

In our annual perceptions survey, 41 per cent of people agreed that Birmingham is a great city for arts in 2007.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

It's Time to Change Our Outdated Perceptions; MEDIA MARKETING Dave Hodgson, Marketing Director at Marketing Birmingham
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.