Marketing & PR: Tourism Spins Web to Catch Visitors

The Birmingham Post (England), April 29, 2002 | Go to article overview

Marketing & PR: Tourism Spins Web to Catch Visitors


Byline: Graham Sidwell

Electronics and the world wide web will be at the core of the new strategy to market Birmingham and its surrounding area to tourists.

And there will be a new type of information point where visitors can book hotels, tickets and travel.

No sooner had the members of the Birmingham Marketing Partnership agreed formally to the changes recommended by their new chief executive, John Heeley, than the change of name to 'Marketing Birmingham' was put into effect.

That is how the telephone was answered as from last Thursday morning, after the egm held to agree the change.

And Mr Heeley's first task was to put the finishing touches to an application for pounds 1.5 million of regional development funding to implement the new e-marketing strategy.

'It will change the base of tourism marketing from print to a web-driven way of communications with our clients, the media and stakeholders,' he explained.

'Over the past six months, we have developed, together with a consultant, a pioneering web-driven ICT approach to tourism marketing.

'We will be making a very significant research and development expenditure which will underpin our whole marketing approach over the next decade.

'Linked to that will be the development of a new breed of one-stop tourism centre, with reservations, merchandising and the new technology is very important in making those centres really efficient and the epitome of the very best welcome the visitor can get to the area.'

The other major change will be relocation from the present Waterloo Street offices to Millennium Point, in July.

That will be the trigger for a full-scale operational launch, at which time there shold be a brand new logo to replace a temporary rehash. …

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