Birmingham to get new brand identity

Marketing Birmingham is to oversee the creation of a new brand identity with the aim of creating a more positive image for the city. The branding initiative comes as the city nears the completion of a £5bn regeneration project, which included the refurbishment of the Birmingham International Conference Centre. Local design consultancy Boxer has been awarded the contract to carry out the rebranding exercise. “Feedback from a recent conference suggested the city was not portraying a positive identity to external audiences,” said communications manager Cathy Harrison. “Now the city has reached a suitable stage in its redevelopment to be more proactive with marketing and branding, which has been slightly fragmented up until now.” The new identity will communicate Birmingham’s product offer to the international market and runs in conjunction with an e-business strategy designed to increase the city’s appeal to international event organisers. Marketing Birmingham is working together with World Net to create an online guide and booking service. It is expected the service will particularly affect buyers considering booking at the NEC and ICC. “The online service will mean the convention bureau is even more of a one-stop shop and will make it much easier for international bodies to organise events here. This in turn will allow Birmingham to step up another level in terms of its standing on the international C&I stage,” said Harrison. The site will provide a venue and accommodation finding service and buyers will be able to check availability online.

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