Celebrating the true heroes of Birmingham’s hospitality
YST were approached by five Business Improvement Districts (BIDs) within the Birmingham region. The idea was simple. Develop a brand campaign to help promote & support hospitality businesses in Birmingham City Centre following the pandemic.
Working together with Birmingham’s
Business Improvement Districts
A collaborative project, working with the five BID’s in Birmingham City Centre:
- Southside BID
- Jewellery Quarter BID
- Retail BID
- Westside BID
- Colmore bid
Ideology – Our thinking process…
As part of the pitch process, we were tasked to go away and generate initial ideas on how we could bring the campaign ‘Cheers to hospitality’ to life. Up against five Birmingham creative agencies, we were delighted to secure the tender.
Our creative team worked alongside the BID managers in a 2 day brand workshop, developing the right tone of voice and styling for the campaign; ‘Cheers to hospitality’. “It was essential that we embraced the true essence of our hospitality scene. We needed to develop a campaign that celebrated the eateries, pubs, clubs and bars that we all love and go back to time and time again”. Emma Woolley, Art Director.
We all agreed the hospitality scene in Birmingham was based on great sensations and memorable experiences. With this, we developed an authentic tone of voice that represented the city centres community and vibe.
Brand development of ‘Cheers to hospitality’
It was clear that the brand needed to have a celebratory feel to it. It needed energy to help encourage fellow brummies back into Birmingham City centre.
Using fun and uplifting typography and colour ways, we created a series of style boards that were presented back to the BIDs.
A ‘cheers expression’ mark was used across all graphics, videos and social content, to emphasise the ‘Cheers’ in Cheers to Hospitality. A branding tool kit consisting of campaign assets and a brand guidelines document was distributed to each BID, allowing them to develop further comms for each of their districts.
Outdoor advertisement to 163,000 Brummies…
Part of the campaign rollout included a large 48 sheet digital billboard, located at the heart of Birmingham City Centre’s vibrant and diverse Southside district, (home to Chinatown, Theatreland, the Gay Village and the city’s Creative Quarter).
Social media campaign to 25,000 followers
Within each toolkit, each BID were given a series of social media assets (images and videos) to post out on each of their channels, in a co-ordinated launch campaign.
Brand campaign roll out across Birmingham BIDs…
A further suite of campaign assets were developed, to support any future rollout of the campaign. These included branded clothing, window stickers, beer mats and much more!
You can view the brand campaign here
“The team at You Say Tomato were a joy to work with. We were after real creativity for the look and feel of this campaign and the end result exceeded our expectations. I can’t wait to work with them again. ”
Steve Lovell
Marketing and Communications Manager,
JQBID
“We came together to commission You Say Tomato to develop a campaign that would celebrate the city’s hospitality sector and encourage the general public to get out and support them. You Say Tomato created a standout brand in the form of Cheers To Hospitality, not only creating an eye catching concept, but also explored the delivery tactics. The team were fantastic to work with and the overall campaign was a fantastic success”.
Chris Brown
Communications Manager
Colmore Business District