West Midlands Perceptions Study

The West Midlands Growth Company (WMGC) will help to create new jobs, expand existing businesses and attract new businesses and investment to the region, aligned to the ambitions set out in the West Midlands Combined Authority (WMCA) Strategic Economic Plan.

WMGC works across the region. Aligning with local tourism partners, our focus is on growing numbers and revenues across both leisure and business segments, in order to develop and maximise the direct and indirect economic contribution of the tourism sector.

The WMGC has been established in partnership with Local Enterprise Partnerships, local authorities, Growth Hubs, universities and a wide range of businesses across the private sector. It focuses its core activities across Greater Birmingham and Solihull, Coventry and Warwickshire and the Black Country, with the potential and scope to deliver services in a wider Midlands context.

The WMGC is owned by the WMCA, its Constituent Members and Universities, with governance that heavily involves the private sector in the majority. Its core WMCA and local authority funding will be used to attract significant additional funding from the private sector and other sources, such as future Devolution Deals.

The West Midlands Growth Company wants to commission a perceptions study to guide strategy development for the WM brand and act as a baseline for monitoring.

The City of Culture, Commonwealth Games, 5G, HS2 and other events (e.g. British Science Festival, British Art Show) present a unique opportunity to bring the region together and put in place a roadmap of activity to leverage maximum return in terms of tourism (business and leisure) and investment (capital and end occupiers).

Following extensive public and private sector engagement a new brand has been created for the West Midlands, alongside a shared set of corporate identities for WMCA, West Midlands Growth Company and Transport for West Midlands (Annex A). A strong brand identity is essential to differentiate the region from, and elevate it above, other competing offers to the market.

All suppliers must visit and register interest via the In-Tend system prior to submitting the tender.

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