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INTRODUCING... BIRMINGHAM’S HIDDEN SPACES
2014 EVENTHIGHLIGHTS
3,590 visitors to Curzon Street Station
Estimated PR value over £100,000 Estimated reach of PR coverage over
1,000,000
Potential social media reach over
2,000,000
Birmingham’s Hidden Spaces is a project by Associated Architects in association with the Birmingham Post and the Royal Institute of British Architects (RIBA) West Midlands.
Through a stunning collection of photographs and video footage, it celebrates Birmingham’s rich and diverse architectural heritage, much of which is locked away behind closed doors, inaccessible to the public. It offers a captivating glimpse behind the façades of some of Birmingham’s best-known buildings and also uncovers some lesser-known, hidden spaces within the city.
GETTING INVOLVED THIS YEAR
Now in its second year, Birmingham’s Hidden Spaces is an established brand that has built a strong following and a large network of advocates. It has a highly engaged audience with a very extensive online reach.
The project aims to support local causes through partnerships with local charitable organisations. It also aims to raise awareness about important heritage and conservation issues, by showing-off the many great spaces Birmingham has to offer.
Last year’s exhibition at Curzon Street Station demonstrated the huge potential reach of the project through online channels and extensive PR coverage.
More recently, the series of Hidden Spaces articles in the Birmingham Post in December 2014 achieved record statistics on the Post’s website, receiving over 140,000 page views in one day alone.
In 2015, the project’s collection of exclusive, engaging content and growing network of contacts form the basis for an exciting programme of events.
Birmingham’s Hidden Spaces will be shared through a series of talks, exhibitions and exclusive building tours. A busy programme of high-profile events is being planned that will be widely promoted in Birmingham and the wider region and will attract very high footfall to range of venues across the city.
For more information visit: www.hidden-spaces.co.ukor contact Steve Townsend: [email protected]
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In association with
All images used with permission of Birmingham Post
Website: www.hidden-spaces.co.uk
Twitter: @hiddenbrumFacebook: hiddenbrumInstagram: @hiddenbrum
A project by
Partners
Supported by
I thoroughly enjoyed the chance to explore the Birmingham’s Hidden Spaces exhibition in the historic setting of Curzon Street Station, itself a hidden architectural treasure of the city. It was a pleasure to meet the team behind the project and also the students of Architecture from Birmingham City University, who designed and built the exhibition space.
“The Hidden Spaces project is a great celebration of what makes Birmingham unique. It provides a fantastic opportunity to engage with younger generations and educate them about Birmingham’s heritage. Birmingham has a rich history of industrial prosperity and forward thinking. It is time we shouted about our achievements and celebrated the hidden gems that we have.”
The Lord Mayor of Birmingham, Coun Shafique Shah
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THE VALUE OF SPONSORSHIP
WHY BECOME A SPONSOR?
By accepting one of the unique sponsorship opportunities you will place your company at the forefront of one of the city’s cultural highlights for 2015.
You will align your company with a groundbreaking initiative that already has a strong reputation and popularity.
PROFILE AND EXPOSURE:
Raise your company’s profile • through association with a popular and prestigious series of events
Engage with new audiences • to raise awareness and recognition of your brand
Gain visibility for your • company’s products through advertising and product placement opportunities
Reach thousands of people • directly at events and through associated publicity - before, during and after the campaign
Maximise online and social • media opportunities and improve your digital profile by tapping into our growing online audience
NETWORKING AND ENTERTAINING:
Benefit from high-level • networking opportunities with potential new clients and customers
Attend exclusive events • attracting a senior-level audience of influential figures as well as the city’s next generation of business leaders
Build new contacts within an • existing or a new market
Target specific audiences • directly through our partner events
Take up the unique • entertainment opportunities for your clients and staff or organise your own private viewings, tours or corporate events
BUILD A LEGACY:
Establish your company as • a high-profile leader and supporter of worthwhile local causes
Play a part in raising awareness • around important heritage and conservation issues in Birmingham
Support local charities through • raising awareness of the LoveBrum initiative
Demonstrate a commitment • to social investment and meet your corporate responsibilities through visible support of the arts and the local community
Feature on the website • www.hidden-spaces.co.uk and join the legacy, far beyond the event itself
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EVENTS PROGRAMME
Note: all events, including dates and venues are provisional and may be subject to change
DATE EVENT PARTNER6 MAY TBC Talk TBC
13 MAY TBC Panel discussion with Birmingham Civic Society Birmingham Civic Society
20 MAY TBC Talk with the Lunar Society Lunar Society
27 MAY Talk with Stacey Barnfield and Matthew Goer Birmingham Post
28 MAY Secret festival launch party The Site Office
6 JUNE Instameet - photograpic scavenger hunt Marketing Birmingham
TBC Electric Cinema film showing / backstage tours Electric Cinema
TBC Council House guided tours Birmingham City Council
TBC Big Brum guided tours Birmingham City Council
TBC BMAG Conservation Studios guided tours Birmgham Museums Trust
TBC Assay Office guided tours Birmingham Assay Office
TBC Christopher Wray Building site tours Birmingham Conservation Trust
9 - 14 JUNE School of Art open days Birmingham City University
13 JUNE Masonic Hall guided tours Severn Street Masonic Hall
13 & 14 JUNE Invisible Architecture walking tours Still Walking Festival
TBC Perrotts’s Folly open day Trident Reach
TBC The Roundhouse open weekend / exhibition Canal and River Trust
TBC The Roundhouse evening concert
TBC New Alex Theatre backstage tours New Alexandra Theatre
TBC Town Hall behind the scenes tours / exhibition THSH
13 - 19 JUNE Exhibition in Piccadilly Arcade basement Hortons Estate / Brumpic
TBC Walking tour Still Walking Festival
18 JUNE Exhibition preview event
19 JUNE BMAG Collections Centre open day Birmingham Museums Trust
19 JUNE New Street tunnels press and competition tours Network Rail / Mailbox
19 JUNE Exhibition press / partner launch party Birmingham Post / RIBA
20 JUNE Victoria Law Courts open day and guided tours HM Court Service
20 - 28 JUNE Flagship exhibition at Birmingham Municipal Bank
TBC BAA Private View Birmingham Architectural Association
TBC Birmingham Civic Society Awards Presentation Birmingham Civic Society
TBC Birmingham Future Private View BPS Birmingham
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MARKETING AND PR
MARKETING
A comprehensive multi-channel marketing campaign will be executed, with an emphasis on electronic word of mouth (eWoM); building advocates and encouraging third party endorsement.
We have a strong network of influential advocates whose endorsements have proven extremely effective in generating a ‘buzz’ around events, as the message resonates with the audience more effectively.
AUDIENCES
The exhibition subject-matter has a broad appeal allowing you to reach new and different audiences.
Through personal invitations, key exclusive events will attract a large attendance from the local business community, including a large number of architectural and construction professionals.
Partner events with organisations such as Birmingham Architectural Association, Birmingham Civic Society and Birmingham Future will allow targeted access to specific regional audiences.
Our large online audience is highly engaged and digitally savvy, often with an interest in arts and culture, architecture, design, photography, conservation, heritage and local history.
Promotion of the events will cover a broad geographic region, as the exclusive nature of the event offering is one that people will travel for.
Although the marketing activity will reach a wide audience, much of the PR be targeted towards regional working professionals, with a bias towards young professionals - the city’s future business leaders.
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PRESS
Anticipated coverage on local TV and radio • stationsStrong support from the Birmingham Post and • MailClose links with numerous regional lifestyle • magazinesPress releases will be sent to national press as • well as business, consumer and arts publicationsPress invitations to all opening events• Society photographs with sponsors logoboard•
PRINT & OUTDOOR
Large format display space agreed within • Birmingham New Street Station from 1 May, to promote events - estimated daily footfall over 100,000Large banners outside selected venues• Display boards at events advertising other events• Official Birmingham Post printed events guide• Additional printed festival programmes• A5 flyers distributed across the city centre• Goodie bags for event guests•
ONLINE
Over 6,000 monthly unique visitors to • www.hidden-spaces.co.ukOver 1,000 mailing list recipients, with an • impressive engagement / click-through rate. Strong support from key online events portals • including Visit Birmingham, which has a mailing list of over 60,000. Close connections with influential local bloggers • and photographers, all of whom have large online followings
SOCIAL MEDIA Twitter Followers: 2,750 Potential Reach: 5.19million Facebook Page likes: 3,350 Post Reach: Over 175,000 Instagram Followers: 2,000 Likes received: Over 3,500 YouTube - teaser video shared via all social media channels as a powerful viral tool
Support from key influencers across all platforms• Note: all figures for period of 01/06/14 - 31/03/15•
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SPONSORSHIP PACKAGES
GOLD SILVER BRONZEAdvert in programme Full page Half page
Invitations to the exhibition launch 8 6 4
Invitations to festival launch party 8 6 4
Acknowledgement in speeches
Logo on publicity materials All Selected Selected
Logo on entrance signage at events All Minimum 5 Minimum 3
Logo on the photo backdrop board
Logo on sponsors’ page in brochure Top tier 2nd tier 3rd tier
Logo and link on website Top tier 2nd tier 3rd tier
Logo and link on promotional emails All Minimum 3 Minimum 1
Logo on Hidden Spaces video
Materials in goodie bags Up to 5,000 bags Up to 2,500 bags Up to 1,500 bags
Marketing opportunities at venues
Product placement e.g. samples
Banner / poster at events Minimum 5 Minimum 3
Visibility across social media channels
Our opportunities are divided into three main areas, Gold, Silver and Bronze. Sponsorship and advertising opportunities start from £100 - the prices and suggested packages below are intended as a guide only. We can tailor sponsorship packages to the needs of your business and brand.
Gold: £5,000Silver: £2,500Bronze: £1,500Single Event Sponsor: £500Full-page Advert in programme: £500Half-page advert in programme: £250Material in Goodie bag: £100 per 1,000
Please get in contact to discuss how you can get the most out of sponsorship.
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FOR FURTHER INFORMATION CONTACT:
STEVE TOWNSENDT: 0121 233 6600E: [email protected]: WWW.ASSOCIATED-ARCHITECTS.CO.UK
ASSOCIATED ARCHITECTS 1 SEVERN STREET PLACETHE MAILBOXBIRMINGHAMB1 1SE
BIRMINGHAM’S HIDDEN SPACES
E: [email protected]: WWW.HIDDEN-SPACES.CO.UK @HIDDENBRUM HIDDENBRUM