Case Studies
Promoting the West Midlands as a Premier Major Events Destination
Client:
West Midlands Growth Company (WMGC)
Project:
Birmingham 2022 Commonwealth Games Venue Promotion
Timeline:
June 6, 2022 – June 11, 2022
Objective
The West Midlands Growth Company aimed to leverage the global spotlight of the 2022 Commonwealth Games to showcase Birmingham and the West Midlands as an attractive destination for future major sporting events. MEI was engaged to support WMGC in building connections with international sports federations and rights holders, with the goal of creating a robust pipeline of potential events for the region from 2022 to 2032.
Services Provided by MEI
Strategic Event Planning and Engagement
Organized targeted visits, 121 meetings, and conferences for WMGC’s representatives to meet with major event sector stakeholders.
Secured speaking opportunities for WMGC to promote the region’s event-hosting capabilities directly to decision-makers.
Sector Profiling and Prospect Reporting
Developed a comprehensive contact report covering prospective sporting events and rights holders.
Analyzed sector patterns, ambassadorial opportunities, and bidding requirements to facilitate strategic planning.
Future Event Pipeline Development
Identified event opportunities spanning the next decade, including potential ambassadors and rotation patterns, enabling WMGC to build a solid foundation for future bids.
Outcome
Through MEI’s strategic support, WMGC successfully raised the profile of Birmingham and the West Midlands as a viable venue for major international sporting events. This engagement laid the groundwork for long-term relationships with event rights holders, contributing to the region’s ambitions of becoming a hub for major events beyond 2022.
The guidance and strategic insights provided by MEI allowed us to capitalize on the Commonwealth Games momentum, positioning the West Midlands as a leading destination for major sporting events. Their efforts in building our network have been invaluable.
West Midlands Growth Company