#B-side: CELEBRATING THE MUSIC OF THE MIDLANDS
In April 2014, Liquid was briefed by Marketing Birmingham, the city's strategic marketing partnership, to highlight the region’s musical diversity, and consequently attract more ‘music tourists’ to the West Midlands.
Through social media engagement and high profile media coverage, the B-side campaign aimed to change that, by producing a ‘virtual album’ on Spotify. The main focus of B-side was through Twitter, both using the #BsideBrum hashtag and celebrity selfies to drive interest and traffic to the B-side microsite. From a ‘long list’ initially created by public vote and celebrity Twitter suggestions, the final playlist was decided by a panel which included Laura Mvula, Matt Everitt (BBC 6Music) and Horace Panter (The Specials).
The campaign gained extensive media coverage, reaching a potential media audience of over 6 million. Coverage included the Jo Whiley Show (BBC Radio 2); BBC 6Music Breakfast show and NME.com. B-side contributed to a huge upturn in music tourism; according to UK Music’s Wish You Were Here report, the amount spent by music tourists to West Midlands rose from £119 million in 2012 to £152 million in 2014 – an increase of over 27%.
B-side won Gold for Best Consumer Relations Campaign and Silver for Best Low Budget Campaign at the CIPR Midlands PRide Awards 2015.