Nothing brings city officials, economic development groups, and citizens together like a Big idea. The Birmingham Convention & Visitors Bureau is Big Communications oldest client, and over the years Big has developed campaigns that have been highly successful in generating tourism to Birmingham. But when the CVB approached Big late in 2007 about updating its ad campaign, the agency decided it was time for a new approach. Big Communications created a campaign that would not only be embraced by potential visitors but also by local residents – a campaign that would essentially rebrand Birmingham from the inside out.

A key component of the campaign was its ability to bring together leaders from the CVB, the Birmingham-Jefferson Convention Complex, the Birmingham Regional Chamber of Commerce, Operation New Birmingham and the Metropolitan Development Board in an effort to change the way Birmingham sees itself and, inevitably, the way visitors view the city.

The IN campaign gives Birmingham residents a voice. To get the word out and get people involved, a city-wide PR campaign was launched requesting help in deeming the best “IN” places in the city. IN boxes and questionnaire cards were placed around the city asking for input on the best things the city has to offer. Several spread ads were placed in Birmingham Magazine which also included an IN card.

To generate buzz and encourage participation, giant IN boxes were placed at high traffic locations and at special events.

People were asked to fill out the cards and mail them in, or visit inbirmingham.org and submit information through the website. Our web efforts also included a facebook fan page, and blogging. Two of Birmingham’s top local websites, al.com and bhamterminal.com gave us a “guest blogger” status, where we shared IN news and activities during the campaign.

We received thousands of nominations for IN spots around Birmingham. Locals were more than happy to share their thoughts on why their favorite spot should make the IN list.

With the information gathered from the IN boxes and through inbirmingham.org, an IN guide was produced. The guide features the places and events in Birmingham that the people who live here consider the best.

We used the quotes from the actual nominations to help give a local flavor to the IN guide – directly from the voice of Birmingham residents.

Establishments featured in the guide reinforce the brand by bearing a window sticker, clearly showing visitors that it is a local favorite.

This multipronged campaign included a huge media relations push garnering hits on every media outlet in Birmingham, and some national mentions.

The IN campaign was brought to life through a series of print ads that appeared in trade publications around the region. The ads showcased dining, shopping, attractions, and sports, meeting and reunion facilities.