City to push foodie credentials with Birmingyum campaign

TOURIST body Visit Birmingham has partnered with London Midland to launch a new tourism campaign promoting the city’s food scene, in an attempt to position Birmingham as an international leader in cuisine.

Research shows that nearly 60% of visitors travel to Birmingham for the city’s acclaimed food and drink scene and tourism chiefs are keen to tap into this growing gastronomic reputation.

The Birmingyum marketing campaign looks to build on the city’s growing culinary profile with a range of national advertising, door drops, creative PR, digital and social media activity.

The promotional drive will showcase Birmingham’s diverse dining scene – from local producers and farmers’ markets to its award winning restaurants and independent eateries.

Advertisements, featuring the word ‘Birmingyum’ made out of food, will feature in titles including BBC Good Food and The Guardian.

Following work to boost its foodie profile in recent years, the city’s culinary scene has won plaudits from influential titles such as The New York Times and Olive magazine.

Ian Taylor, commercial director for Visit Birmingham, the city’s leisure tourism programme, said: “The Birmingyum campaign looks to further cement our reputation as a leading gastronomic centre by showcasing the vast spectrum of food available in the city, from Michelin starred restaurants to independent eateries, street food and artisan producers.

“The city has recently experienced an explosion in foodie events. Whether it’s a new food fair, pop up restaurant or dining experience, Birmingham continues to push the boundaries of culinary creativity, attracting new visitors keen to sample our unique gastronomy offer.”

Glynn Purnell, head chef at city centre restaurant Purnell’s, said: “Birmingham is fast becoming recognised as a leader in cuisine – the outstanding food and drink offering in the city is something to be extremely proud of.

“We have worked with Marketing Birmingham to promote the city’s culinary scene for many years. The new Birmingyum campaign is a great platform to promote the diversity of food available here – from fine dining restaurants through to our burgeoning independents and the street food revolution taking hold of the city.”