Provision of International and Domestic Marketing Campaigns to WEST MIDLANDS GROWTH COMPANY LIMITED

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WEST MIDLANDS GROWTH COMPANY LIMITED awarded a contract to Travelscape, LLC dba Expedia Group Advertising for the provision and delivery of international and domestic marketing campaigns promoting the West Midlands as a destination to visit, study and do business, leveraging the WMGC's 'It Starts Here' destination promotion.

The contract covered promotion to international corporate sectors and a Phase Two consumer-facing place and tourism narrative, with localised deployment through local authorities, universities and the private sector.

The West Midlands was described as encompassing the WMCA geography (Birmingham, Coventry, Wolverhampton, Dudley, Sandwell, Solihull and Walsall), with 90% of the population within a four-hour drive or train journey, nine universities producing over 72,000 graduates annually, an economy valued at £77 billion, and sector strengths in advanced manufacturing, clean tech, health tech, digital and creative industries and next-generation services; it was also noted as England’s only EU-recognised Regional Innovation Valley and a consistent top UK region for foreign direct investment.

The contract leveraged the core ethos of It Starts Here to deliver international and localised marketing activity across corporate and consumer channels.