Much ado about something for Birmingham Airport

BIRMINGHAM Airport has taken steps to raise awareness of the area’s unique heritage by unveiling a new artwork.

The airport is using its close proximity to Stratford-upon-Avon, home of England’s greatest playwright William Shakespeare to help make foreign visitors more aware of the airport’s geographic location.

The new artwork, developed in partnership with destination management organisation, Shakespeare’s England, has been located in the arrivals pier of the terminal building.

It gives visitors a taste of what the region can offer, showcasing the range of tourist attractions including the Royal Shakespeare Company, Kenilworth Castle, Warwick Castle, Leamington Spa, Bicester Village and Shakespeare’s family houses – which have all supported the campaign.
 
The display is just one of a number of exhibitions and events which Shakespeare’s England is coordinating in the region to celebrate 400 years of William Shakespeare’s legacy.

This year marks 400 years since the death of the playwright and the anniversary is being used as a unique opportunity to promote the various attractions of Stratford-upon-Avon and the surrounding area.  

Geoff Spooner, chairman of Shakespeare’s England and General Manager of Warwick Castle, said, “With over 10m passengers passing through Birmingham Airport every year, this is a fantastic opportunity for Shakespeare’s England to showcase some of the world class visitor attractions that its members provide and which are enjoyed by millions of visitors every year.  
 
“This presence will generate increased awareness of Shakespeare’s England and with it, help to promote the equally impressive range of restaurants, theatre, overnight accommodation and many other attractions in this outstanding region.”
 
Birmingham Airport decided last year to market itself abroad as Shakespeare’s Airport, particularly in China and the United States where many of the tourists to the area originate.
 
Jo Lloyd, Commercial Director for Birmingham Airport and Deputy Chair of Shakespeare’s England, said: “Birmingham Airport is proud to be Shakespeare’s Airport, which is proving to be very successful with overseas markets. This welcome not only cements our branding but also allows our passengers to feel involved in The Bard’s anniversary celebrations from the minute they arrive.”  
 
Guests arriving for the unveiling were treated to a special live performance from Shakespeare’s Aloud!, actors based at the Bard’s  Family Houses.

Pictured back row from left, are: Helen Peters (CEO of Shakespeare’s England), Geoff Spooner (chairman of Shakespeare’s England) and Paul Kehoe (CEO of Birmingham Airport).

Front row, from left: actors Emmeline Foster, Mollie Taylor and David Jackson.