Europe’s business community offered ‘flight’ to the
West Midlands region ‘where anything is possible’

March 2007

Businesses in Europe are being encouraged to relocate to the West Midlands region ‘where anything is possible’ in a major new campaign to sell the benefits of the region overseas.

The marketing drive ‘takes off’ in France on Tuesday 13 March at MIPIM, one the world’s biggest commercial property show in Cannes, where delegates will be invited to a ‘pod’ to relax in a 747 business class, sip chilled champagne and view a film extolling the virtues of the region.

The film features the success of global brands such as BMW and Fujitsu which have bases in the region. The West Midlands ‘pod’, will be rolled out at a series of international events in the coming months and will be backed up by advertising and promotional activity such as branded taxis on routes in major European cities.

John Edwards, Chief Executive of Advantage West Midlands, the regional development for the West Midlands said: “This is a really exciting way of tasting a flavour of the region in a novel, interactive way. As a region we have everything from Shakespeare to Selfridges and with international transport links this is a natural hub for business in the UK and new and emerging markets in Europe and beyond.“

“The unique central location of the West Midlands Region puts so much within your reach. It is central to success to for so many companies based in the region.”

Visitors attending MIPIM, which takes place from 13 to 16 March, will be given ‘boarding passes’ enabling them to ‘fly’ the pod which is located on stand 22.02. As well as the filmed introduction to the region, ‘passengers’ will also experience two relaxing and uplifting aromas developed to help enhance their in-flight experience.

Two specially designed ‘aromas’ have been developed to assist in relaxing on- stand guests. The first fragrance has associations with crispness, comfort and health. A hint of papaya in the blend adds a suggestion of something out of the ordinary. The second fragrance being used is a classic blend that is uplifting and clean.

An in-flight magazine-style publication has been created “The Sky’s the Limit” highlighting the West Midlands heritage packed full of case studies of businesses with successful operations in the heart of the UK.

The region has spawned pioneers from Thomas Telford to Charles Darwin and given rise to some of the world’s most influential innovations such as the jet engine and thermal imaging cameras. The West Midlands – a region where anything is possible.

For more information contact Claire Brown, Seal Communications on 01743 234224 or email clairebrown@sealcommunications.co.uk