Background

Advantage West Midlands highlighted the need for a powerful cohesive regional voice and the benefits to be gained from a positive regional image back in December 2002 - through the creation and publication of the Regional Marketing Strategy.  The strategy was updated in 2005 and work has been underway on the delivery of the actions it identified since then.

The current regional marketing strategy emphasises the importance of all partners and stakeholders working together to create a cohesive, consistent voice.

As a region, the West Midlands has significant strengths on which to build a strong, positive and up-to-date national and international profile.  Building this profile is not about re-inventing the West Midlands. We should not present the West Midlands as a uniform region or compromise the region’s diversity in any way.

It is about doing all we can to ensure that specific audiences really understand what the region is, and what it has to offer them now – despite what they may currently believe.

Our aspiration is to create a regional ‘sense of place’ in the minds of our target audiences – to paint a picture of our region which highlights those strengths and characteristics that make our region special and unique.  To make our regional population proud and to make our target audiences sit up and take notice.

We’re asking our audiences to take another look at the West Midlands Region.  What they’ll discover will be a surprising and inspiring region with ambition and vision.  A region proud to be at the heart of England.

The publication of the West Midlands Economic Strategy, Connecting to Success, in 2007 further reinforced the need to create a powerful voice for the region.

The Regional Marketing Board was established in summer 2008 to respond to this challenge.

Advantage West Midland’s Role

We’re committed to:

  • leading the further development and implementation of the Regional Marketing Strategy

  • taking a lead role in direct communication with UK & European Business, Media and Government audiences

  • monitoring and evaluating progress against and impact of regional marketing delivery

FAQ

Why do we need a regional marketing strategy?

Research shows that national perceptions of the West Midlands are weak. Those outside the region do not have a clear view of what or where the region is, or what its strengths are. However those who live and work in the region are enthusiastic.   In fact, it is clear that those who visit or experience the region often become passionate advocates themselves.

The experience is clearly better than the reputation. In this increasingly competitive world we need to improve perceptions of the region in order to attract investors, visitors, workers, students and residents to build the regional economy and create wealth for the benefit of all in the region.

Who are the target audiences for the regional marketing campaign?

Business decision-makers and intermediaries likely to make, or are able to influence, location decisions on behalf of businesses in the UK and Europe.

Visitors to the region, including business visitors and leisure visitors who are considering day trips, short breaks or longer holidays.

Students at our Higher and Further Education institutions who could be influenced to stay and work in the region and emerging talentedindividuals whose future work or profile has the potential to put our region on the map.

The national and international media community and specifically the London media community who we need to understand better  the make-up and strengths of the region and, as a result portray the region positively and fairly.

Our regional population, specifically three groups: school children who we can educate on the history and potential future of this region; the 16-34 population group who are already enjoying the lifestyle on offer in the region and whose long-term perceptions of it can be influenced by action now; and the local, regional, and national decision-makers who belong to, and live within our regional population.

Your Advantage West Midlands contact

For more information, please contact the Communications Team on 0121 380 3500