Conservative Party Conference 2010 Event Review your host
contents introduction 3 introduction 4 media coverage 6 economic impact 7 visitor profile 8 fringe events 10 branding 17 summary 18 testimonials Birmingham was privileged to host its first major conference for a party in government this autumn. The event welcomed influential politicians, journalists and business leaders to the city, contributing greatly to Birmingham s aspiration to put our city at the heart of the national agenda. This city is always best when we work together, and I believe the success of a conference of this scale was down to our Team Birmingham approach which included over 30 organisations. This ensured delegates in the city experienced a welcoming, secure and enjoyable conference in which we showcased the best of Birmingham. For the first time ever, Birmingham hosted its own fringe programme of events, spanning science, arts and culture, business and health to name just a few policy topics. The city collectively agreed on its key messages relating to subjects such as public sector reform and growing the economy, leading to opportunities for Birmingham to outline its case to the top tiers of government and the media with one collective voice. Attracting major conferences such as this is a key part of the city s economic strategy. An event of this size has a considerable economic impact; direct spend during the four day conference has been calculated at over 18 million and the increased media profile, both nationally and internationally, has been valued at almost 29 million. We can add to that the incalculable value added when over 14,000 delegates get to experience and enjoy our great city. I would like to thank all who have been involved in the hosting of such a showcase event for our city, West Midlands Police and the Team Birmingham network, and those who have supported our efforts to make Birmingham a truly welcoming city for those who visited. Mike Whitby Leader, Birmingham City Council 2 3
media coverage Birmingham welcomed over 2,000 of the world s media to the Conservative Party Conference, double the number accredited in 2008. Global media coverage with a reference to Birmingham worth 28,881,000 Public relations activity undertaken to ensure that Birmingham s profile as the host city of the conference was maximised. A Team Birmingham communications group was created to plan the media strategy surrounding the conference. Local and regional media targeted in the build-up and during the conference to underline the importance of the conference to Birmingham. Trade media targeted to highlight Birmingham s expertise as an event host. National media encouraged to comment on Birmingham as a destination with a thriving, positive atmosphere. Media coverage on Birmingham as an event host totalled 1,289,466 4 5
economic impact visitor profile The economic impact of the conference was 18,405,296. This has been calculated using VisitBritain s delegate expenditure research which estimates the direct expenditure benefits that a conference can bring to the area. Conservative Party members were surveyed in order to build a profile of delegates attending the conference. The chart below provides a geographical overview of the delegates that attended and demonstrates the impact the conference has had in terms of visitors to Birmingham and the West Midlands region, with 81% of delegates travelling from outside the region. It incorporates: Expenditure by delegates themselves By conference organisers on behalf of delegates Expenditure by people accompanying delegates The total event impact of the Conservative Party Conference 2010 was 47,286,296 18% 3% 6% 6% 1% 8% 1% 26% Conservatives abroad Eastern Ireland London Midlands Northern Scotland Southern 2% Wales 10% 19% West Country Yorkshire and the Humber 6 7
fringe events For the first time, Birmingham hosted its own bespoke fringe programme at a party conference. It provided the opportunity to outline Birmingham s case to the top tiers of the government, successfully putting itself at the heart of the news and policy agenda. A Team Birmingham approach was taken, with fifteen organisations participating to implement a programme of twelve fringe events. The events spanned the arts, business, transport, health, digital media, science and technology. Key themes encompassing Public Sector Reform, The Big Society and Private Sector Growth were given a Birmingham perspective and explored through a key messages document, called Birmingham Matters. Arts Conference Programme A Birmingham Conference Arts Programme was launched by the Rt Hon Jeremy Hunt, Secretary of State for Culture, Olympics, Media and Sport. The programme, produced in partnership with the internationally acclaimed, Birmingham-based Ikon Gallery, included A Stitch in Time devised by David Medalla, Shakespeare in Taxi by Navin Rawanchaikul, an extract from Double Points: K from the Rosie Kay Dance Company and a live performance by South Sin arts group SAMPAD. The programme generated a buzz within conference, all contributing to national media coverage which highlighted the wealth of arts activity taking place in the city. 12 fringe events. 800 attendees. 200 media received Birmingham Matters document Media coverage from Birmingham fringe events and key messages was worth 1,303,152 8 9
branding - outdoor The creative was designed specifically to create a strong, visible city welcome message for the 14,000 delegates upon their arrival. Outdoor media was secured in prominent positions on major arterial routes coming into the city. Other smaller outdoor sites were used to enhance the welcome message throughout the city centre. Planter boards, rigid scrolls and bridge banners were used along the route from New Street Station to The ICC, and in the business district, to raise the profile of the event and ensure a continuous message across the city. Feature Location Reach Outdoor commercial sites, 27/09 10/10 6 x 96 sheets City centre 2,032,000 2 x Mega 6 City centre 1,398,000 1 x 48 sheet City centre 554,000 Digital screen Five Ways 1,644,825 Bridge banners & lift panels Brindleyplace 282,672 Outdoor council sites, 27/09 10/10 Paradise Clock Forum Paradise Circus 560,000 Centenary Bridge Banner Paradise Circus 560,000 Fountain hoardings Victoria Square 290,365 Planter Boards Colmore Row, Broad Street 1,410,363 Rigid Scrolls Upper New Street, Paradise Forum, Centenary Walk 2,115,873 10 11
branding - online Website A dedicated website for the conference was created using the bespoke Meet Birmingham Conservative Party branding, with a direct link from www.meetbirmingham.com The website contained information on Birmingham Convention Bureau services, accommodation booking, the conference venue, Birmingham s leisure offering, maps, travel and transport information. It also featured more specific information regarding the conference itself, including a full listing of all Team Birmingham fringe events. The website was launched in October 2009 and in total, received 6,372 unique visitors, which was over 45% of the total delegates who attended. Social Media A Twitter account was created specifically for the conference, using the name Team Birmingham, in conjunction with The ICC. This was used to engage with conference delegates, the media and stakeholders from a city, venue and conference perspective. Throughout the conference, Twitter was used to promote the fringe events and any conference activity. A measurement tool was utilised to monitor Twitter activity. In total, there were 15,413 Tweets using the conference hash tag #CPC10. A Flickr account was also created to showcase key images from the conference, offering an up-to-date visual perspective of the conference. 12 13
branding - stand A brochure was produced as a comprehensive guide to Birmingham for delegates. Around 2,000 copies were distributed on the stand. A comprehensive list of all Team Birmingham fringe events was also included, as well as information on conference transport for delegates. In addition, the brochure promoted both Birmingham s leisure offering, in a bid to promote the city as more than just a conference destination, and the Party s scheduled return to Birmingham in autumn 2012. Team Birmingham took an exhibition stand at the Conservative Party Conference. The Birmingham Convention Bureau team were on hand to assist delegates with any information they required about The ICC, accommodation, travel, where to eat or what to do in their free time. Delegates were also offered exclusive discount vouchers for local restaurants, bars and attractions. This encouraged delegates to explore the city further and to engage and interact more with the local community. The stand also provided a meeting place for all Team Birmingham partners, and any media wanting to interact with Team Birmingham. A welcome stand was also positioned at New Street Station to assist delegates with any information they needed upon their arrival, and to welcome them to the city. 14 15
branding collateral summary Other complementary pieces of collateral were produced to ensure that the delegates time in Birmingham was enjoyable and hassle-free. Bus timetables Displayed in delegate hotels and on conference transport, they provided information on conference transport arrangements to assist delegates in getting to and from the conference. Public information leaflet To ensure that the conference was a success for the city, consideration of city residents and businesses had to be taken. Various restrictions were put in place regarding road access around The ICC. An information leaflet was produced which clearly explained all road restrictions along with dates and times. This leaflet was distributed to over 25,000 residents and businesses within a 1 mile radius of The ICC. It was also posted online via Birmingham City Council and www.conservativesinbirmingham2010.com Tent cards Displayed in hotels, restaurants and The ICC to continue the welcome message. Birmingham is fast becoming recognised as the home of political conferencing, being the only UK city to have hosted all three main political parties in the last two years. The return of the Conservative Party Conference to Birmingham once again thrust the city into the spotlight as a world-class events destination, with the expertise and knowledge to handle an event of this size, and with only a positive impact on the city and its people. The economic impact of this event reached 47,286,296, sustaining and enhancing Birmingham s economy. Local businesses including hotels, restaurants and shops saw significant increases in revenue during the conference. The Team Birmingham approach again was central to the success of the conference, with key city organisations working together to ensure the event delivered maximum benefit to the city and the delegates. And as the Conservative Party has confirmed their return to Birmingham in Autumn 2012, it is clear that Birmingham provides the perfect destination for events of this scale. 16 17
testimonials Everything went so smoothly an indication of the enormous amount of planning that must have gone beforehand The Rt. Hon. David Cameron MP, Prime Minister and Leader of the Conservative Party With some 14,000 delegates and 2,000 more of us media types, this event is on a truly epic scale Patrick Burns, Midlands Political Editor, BBC This was a massive operation with an increased number of delegates and increased media focus on all aspects of this Conference. Without you and your team s help and hard work the success of this Conference would not have been possible The Rt. Hon. Baroness Warsi, Chairman of the Conservative Party Birmingham has risen to the occasion Jon Snow, Presenter, Channel 4 News Birmingham looks forward once again to hosting the Conservative Party Conference on its return to the city in autumn 2012 18 19
With thanks to Team Birmingham: University Hospitals Birmingham NHS Foundation Trust