media relations for the world's leading real estate event
MIPIM (Marché International des Professionnels de l'Immobilier) is regarded as the world's leading annual real estate event, bringing together more than 26,000 industry decision-makers from 83 countries across the globe to Cannes, France. Birmingham regards MIPIM as a major feature in the City's inward investment exhibition programme. For Birmingham the exhibition was utilised as a key opportunity to not only showcase the City's latest developments, but also to launch the City's new Masterplan - to highlight future development and regeneration opportunities estimated to be worth £13.2 billion over ten years.
Leading up to the exhibition Liquid implemented a comprehensive media relations programme aligned to the different stakeholders and exhibition partners, which culminated in the setting up of the Birmingham Press Office at the exhibition. Working with BBC Midlands Today and BBC Radio WM, Liquid created a 'broadcast studio' on the exhibition stand. It not only attracted attention but allowed Liquid to work with the BBC to identify stories and opportunities involving the City and its partners for both Midlands Today - or MIPIM Today as it was called and the breakfast and drive time shows for BBC Radio WM.
The highlight to the week was the Birmingham Balti on the Beech, hosted by local comedian, Frank Skinner.
The results? 75 x broadcast and online articles, 83 x newspaper and business journal articles and a total opportunities to see (OTS) of 43,782,107
"The balti will arrive on the Cote d'Azur thanks to Birmingham council. Birmingham - now easily out-pacing rival Manchester for the title of 'most tirelessly enthusiastic MIPIM delegation from a UK local authority' - has signed up comic Frank Skinner to preside over an invite-only Birmingham balti beach party. "No expense is being spared. Team Birmingham is flying in balti chefs from Sparkbrook, Balsall Heath and Moseley to prepare the sizzling feast." David Thame, Estates Gazette