Birmingham Marketing Partnership: Changing the Perceptions of Birmingham Through Civic Pride

In 1998, the City of Birmingham was chosen to host numerous prestige National and International events such as the G8 Summit. On the back of these prestigious events the aim was to promote a positive image of the city to its target audience - the people of Birmingham. Using a limited budget the campaign positioned these international events as fun, exciting and positive. As a result of this campaign a sense of civic pride was renewed. The campaign established 'Marge' as an unlikely heroine. She captured the imagination of the national and international media - delivering huge ROI