Goals and objectives
The West Midlands is a culturally rich and vibrant region of the UK that is often overlooked by international travelers. To shift this perception, the West Midlands Growth Company (WMGC) partnered with BBC StoryWorks to reposition the region as a must-visit destination. The primary objective was to appeal to North American "experience seekers"—adventurous travelers planning a trip to London—by encouraging them to take a short detour to explore the West Midlands.
WMGC aimed to showcase the region’s warm, passionate, and welcoming people while avoiding stereotypical or overly polished portrayals. The campaign sought to elevate the region’s visibility, highlight its unique cultural identity, and increase tourism from the United States and Canada.