Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme

The winning tenderer will be responsible for creating an outline marketing strategy covering

the 20 months of the contract, deliverable within six weeks of commencement of the tender.

The Work Package Manager will manage the day to day contract for this Leisure Tourism programme. The winning tenderer will be responsible for creating a costed and timed action

plan for each of the three campaign strands, pre, during and post games

At the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural

organisations of Birmingham, the West Midlands and the

Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the

Birmingham 2022 Commonwealth Games. The combination of Birmingham 2022 Cultural Festival and Coventry UK City of Culture May 2021 - May 2022 provides a remarkable

opportunity to help influence perceptions and reputation of Birmingham and the West Midlands region as an international cultural destination. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and

drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice

To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering travel trade engagement and events. Lot 3 will require the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities, to include (but not restricted to:

• Promotional copy for destinations
• Copywriting and design for sales brochures and decks
• Updates for digital and print sales guides
• Top level maps (various)
• Lead gen assets and other collateral
• Event planners' Guide
• Mobile visitor pop up stand purchase plus graphic design and wrap. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice

To ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the leisure tourism and MICE workstreams, and create a sustainable and searchable asset bank as a legacy for the programme. The programme requires the successful tenderer on this Lot to deliver:

• asset bank of searchable images
• a bank of new imagery for travel trade workstream.
• new imagery should display diversity and inclusivity and be relatable to our key target travel

trade markets: Australia, India and Canada.

• a collection of short travel trade promotional videos/vignettes
• BRoll footage for a variety of marketing assets and media use
• Production of cultural performances (filming) events, vox pops and interviews Additional information: Any contract modification or variation to the awarded Lot value will be in line with principles in Regulation 72 as per initial contract notice issued to the market percussing this award notice.