The marketing drive ‘took off’ in France on Tuesday 13 March at MIPIM, one
of Europe’s biggest commercial property show in Cannes, where delegates were invited to a ‘pod’ modelled on 747 business class to relax, sip chilled champagne and view a film extolling the virtues of the region. The film features the success of global brands such as BMW and Fujitsu which have bases in the region. The West Midlands ‘pod’, will be rolled out at a series of international events in the coming months and will be backed up by advertising and promotional activity such as branded taxis on routes in major European cities.
John Edwards, Chief Executive of Advantage West Midlands, the regional development agency for the West Midlands Region said: “This is a really exciting way of tasting a flavour of the region in a novel, interactive way. As a region we have everything from Shakespeare to Selfridges and with international transport links this is a natural hub for business in the UK and new and emerging markets in Europe and beyond. “The unique central location of the West Midlands Region puts so much within your reach. It is central to success for so many companies based in the region.”
Visitors attending MIPIM, were given ‘boarding passes’ enabling them to
‘fly’ the pod which was located on stand 22.02. As well as the filmed introduction to the region, ‘passengers’ also experienced two relaxing and uplifting aromas developed to help enhance their in-flight experience. The first fragrance had associations with crispness, comfort and health. A hint of papaya in the blend adds a suggestion of something out of the ordinary.
The second fragrance being used was a classic blend that is uplifting and clean. An in-flight magazine-style publication “The Sky’s the Limit” was given out on board, highlighting the West Midlands heritage and case studies of
businesses with successful operations in the heart of the UK.
The region has spawned pioneers from Thomas Telford to Charles Darwin and given rise to some of the world’s most influential innovations such as the jet engine and thermal imaging cameras. The West Midlands – a region where anything is possible.
Kaynak : 