Laura Kelsey

Laura Kelsey

COURSE: Fashion Business & Promotion 2017




"Birmingham as a city is changing."
Birmingham get ready. It is time to #rediscoveryourcity.
Birmingham is home to a thriving Independent sector, a unique compilation of street food, eateries, coffee houses and lifestyle retailers. It is renown for its rich culture and passionate population, attracting on average 33 million people a year and £2 billion shopping expenditure. Hidden Brum is the curation of an app and marketing campaign celebrating Birmingham and it’s Independent businesses. Launching in July 2018 to coincide with Shop Independent Month, it aims to not only incite consumer awareness and attract new consumer tribes but also to ease the navigation of Birmingham City Centre. The campaign is to be developed in line with Birmingham City Council’s regeneration project known as The Big City Plan. The plan seeks to expand the city by improving public spaces, offer new development space and introduce a new way finding system. Hidden Brum will collaborate and work in partnership with the council on their plans for a new navigation system using digital and augmented technology.

Drawing from previous research a defined gap in the market and demand for a fresh Independent’s campaign in Birmingham became apparent. An easy to use service connecting businesses, consumers and technology is needed to make the exploration of the sector easier and more convenient. The campaigns purpose it to drive footfall by educating the population of Birmingham and new vistors to what the city has to offer away from major shopping and tourist destinations. Using a mixture of traditional and guerilla marketing, its function is
to grow consumer awareness for the sector and app whilst bringing a buzz back to the streets of Birmingham.

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