Feel the heat in cultural Birmingham

How many cities could provide up to 17 million seats a year to watch performances? Who welcomed more than 30 million visitors last year? The answer lies in the heart of the UK in Birmingham.

Birmingham’s cultural resurgence is thanks to world class venues, award winning performers and innovative, artists who have trained and work in the city. Birmingham is home to companies like the City of Birmingham Symphony Orchestra and Birmingham Royal Ballet and venues including the country’s busiest theatre outside the West End Birmingham Hippodrome and the £35m refurbished Town Hall.

Putting the city’s arts and culture in the spotlight is Marketing Birmingham, as it launches a new three year marketing and PR campaign ‘Feel The Heat’ to boost the city’s cultural tourism. The campaign will raise the profile of Birmingham within the region, UK and internationally as an exciting and vibrant arts hub, reflecting the city’s young and cosmopolitan make-up.

Central to ‘Feel The Heat’ is a new website, Visitbirmingham.com/arts where people can go to find out what’s on in the city. For residents needing inspiration, visitors looking for the insider’s guide for the best events to go to and the media seeking events to review, the site will be the definitive guide on Birmingham’s arts scene. The site launches in September with a venue directory feature and will continue to be developed with additional features, like celebrity blogs, offers and competitions over the coming months.

With visuals created by Birmingham agency McCann Erickson ‘Feel The Heat’ features thermal imaging photography. Single shots of a guitarist, ballerina, people in an art gallery, a conductor and an actor will be used in regional and national advertising. From a 96 sheet poster on the M6 to ads in The Guardian, Independent, Daily Mail and travel and tourism magazines Birmingham wants the UK to know that it has cultural credibility.

Marketing Birmingham Chief Executive, Neil Rami said: “The time is right for Birmingham to re-assert its cultural credentials. The city has the breadth, scale and quality of arts events to inspire residents and visitors alike, who can enjoy the arts offer all year round.”

“We’re going to put Birmingham’s cultural gems in the spotlight, just as we’re doing with our food, fashion and sport campaigns. With the support of the city’s arts organisations we’ll make the media, visitors and tourists sit up and take notice of who’s here, what’s here and why Birmingham is the hottest ticket for arts and culture.”

From music and visual arts to theatre dance and comedy to some of the best festivals in Europe, Birmingham’s reputation is growing as a city overflowing with artistic diversity and talent, reflecting the young and cosmopolitan make-up of the city.