The Chamberlain News

All’s well that ends well for Shakespeare anniversary campaign bid

A Midlands-based tourism partnership has been awarded a £174,000 grant to support events marking the 400^th anniversary next year of William Shakespeare’s death.

Marketing Birmingham, Shakespeare’s England and Leicester Shire promotions, successfully bid for funding from VisitBritain, through the GREAT UK Challenge Fund.

The grant will support a major ‘Shakespeare 2016’ tourism campaign aimed at attracting visitors from North America and other key international markets to the East and West Midlands.

The campaign will use this milestone to promote the region’s connections with Shakespeare and his literary works.

Marketing Birmingham and its regional partners will deliver PR and marketing activity, as well as an engagement programme targeting oversees school and university groups, in order to globally showcase the heritage sites, attractions and world-class curriculum linked to the playwright.

The Birmingham Arts Partnership’s ‘Our Shakespeare’ campaign will form an integral part of the city region’s Shakespeare 2016 initiative, with local arts and educational institutions exhibiting an exciting programme of events to celebrate the globally-renowned creativity that exists in the region.

Emma Gray, Director of Marketing and Communications at Marketing Birmingham, said:

This is a huge boost for Birmingham, and a fantastic opportunity to work in close partnership with the surrounding Midlands regions, to develop the enormous potential Shakespeare’s 400^th anniversary presents for both the local and national economy.

From Shakespeare’s Birthplace in Stratford, to the Library of Birmingham’s Shakespeare Collection comprising more than 44,000 books – the Midlands boasts a number of distinguished heritage sites associated with the world’s most famous playwright.

Targeting both domestic and key international markets, 2016 presents an invaluable opportunity to capitalise on the region’s rich ancestry; reinforcing its status as a global destination for heritage tourism.

Gemma Goddon, Marketing & Communications Manager at Shakespeare’s England, said:

We are preparing for one of England’s most landmark celebrations in recent history. With the support from the Great UK Challenge Fund, we’ll see the Midlands working together to harness the power of Shakespeare’s heritage to attract visitors, drive business and boost the local economy.

The legacy of William Shakespeare has been drawing tourists from the worlds of literature, theatre, and academia for well over 200 years. We must now capitalise on this milestone anniversary and provide a memorable experience throughout 2016 for visitors from across the globe.

Targeting both travel trade and consumer audiences, the 2016 campaign will focus on North America but will also promote travel from other key international markets including Brazil, China, France, Germany, Gulf States and India, as part of a wider VisitBritain tourism campaign.

Other key events taking place in Birmingham next year include the return of the Conservative Party Conference, the 40^th anniversary of the NEC and the International Dance Festival Birmingham.