1. Providing a Seamless Visitor Experience Tim Manson and Toni Frost Marketing Birmingham 9 th October 2008

2. World Class Visitor Experience 2005 restructured the business Developed a new three year business plan – E-commerce strategy – Re structured the Tourist Information Centres – Developed our call centre with CDM

3. Who are our Visitors Over 32 million visitors to the city – Business – Leisure – Visiting Friends and Relatives (VFR) * 56% of all visitors arrive by train this gives opportunities and challenges for a seamless journey

4. The start of the journey Pre-arrival In destination Post visit

5. Pre-arrival Web Call centre Bookability Market Segmentation E-newsletters Community Info – VFR Market

6. DEMOS CRM & CMS Leisure Tourism Consumer Website Partner Web/ CRS/3 rd Parties Business Tourism Packaging – Citybreaks Conference Registration Venue Finding – Chaser MIS Corporate Website Restaurant Booking – Livebookings Offer – Citybreaks Housing Bureau – ConferenceBookings

7. Online

8. Online – Business Tourism

9. Online – Leisure Tourism

10. Visit Campaign

11. Live & Learn Campaign

12. In destination New Media Wifi network Fiz – Visitor info – Things to do – Accommodation – Car parking – Travel

13. In destination Traditional TICs (650,000 visits) Call centre Hotels & other visitor Venues Customer facing staff Street wardens (27,228 interactions with the public)

14. DEMOS CRM & CMS Leisure Tourism Consumer Website Partner Web/ CRS/3 rd Parties Business Tourism Packaging – Citybreaks Conference Registration Venue Finding – Chaser MIS Corporate Website Restaurant Booking – Livebookings Offer – Citybreaks Housing Bureau – ConferenceBookings

15. Team Birmingham

16. Post trip Costumer satisfaction surveys e-newsletters Online feedback

17. DEMOS CRM & CMS Leisure Tourism Consumer Website Partner Web/ CRS/3 rd Parties Business Tourism Packaging – Citybreaks Conference Registration Venue Finding – Chaser MIS Corporate Website Restaurant Booking – Livebookings Offer – Citybreaks Housing Bureau – ConferenceBookings

18. Has it worked Over 32 million visitors to the city, a 5% increase Visitor spend of over £4.4 billion, a 11% increase Business Tourism worth £6.6 billion to the region City ranked best business environment in 2008

19. Achievements

20. Reputation Management TNS Perception Survey Results 2005 - 2008 Year of survey20052008Total % Increase Birmingham is …All respondents % All respondents Agree a leading European city 354426% a city with world class arts & culture 354117% a leading city for events and festivals 495410% a city with vibrant nightlife 394413% a great place for shopping 455624% Birmingham as a place to visit 414920% Birmingham as a place to do business 475823%

21. Next Steps: Voice of Tourism In destination Work – Interconnect Gateways at Birmingham New Street and Birmingham International Airport Digital Signage and Way finding – Science City – NEC Partnership Programme – Conference Concierge Solution

22. Next Steps Cont’d Post trip – Online Product ratings/reviews Online – 3 rd party applications Bookability to partners through ‘iframes’ – Collaboration with districts

23. Providing a Seamless Visitor Experience Tim Manson and Toni Frost Marketing Birmingham 9 th October 2008