Business & Tourism Programme Brand & Creative

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The programme aims to drive long-term economic benefits by boosting the West Midlands' and UK's global reputation as a world-class destination for trade, investment and tourism by showcasing Global Britain. The following economic benefits will be achieved by enhancing perceptions of the UK and West Midlands, and strengthening the UK's relationship with other nations.

Economic benefits • Attract additional visitors to the West Midlands and the UK • Secure new overseas investment into the West Midlands and the UK • Create additional export deals for the UK and for West Midlands businesses • Enhance perceptions of the UK and West Midlands, and strengthen the UK's relationship with other nations

Creative Concept Objectives

• To deliver a central, compelling Creative Concept for the Trade, Tourism & Investment Programme • To deliver an umbrella, domestic campaign concept • To deliver an umbrella inward investment campaign concept • Provide an end-to-service in the production of a central Creative Concept Brand Toolkit

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