Shakespeare's legacy to boost business

Shakespeare's legacy to boost business

A Midlands-based tourism partnership is hoping to boost local business and attract visitors with the unveiling of its Shakespeare 2016 campaign to celebrate 400 years of William Shakespeare’s legacy.

Led by Shakespeare’s England, Marketing Birmingham, Leicester Shire Promotions and The Shakespeare’s Birthplace Trust, the fund will use the region’s connections with Shakespeare’s life to promote a cultural break in the Midlands to North American tourists.

Emma Gray, director of marketing and communications at Marketing Birmingham, said: “The new Shakespeare site will open doors of opportunities for businesses and attractions across the area.

“It will provide a seamless way to connect with international visitors, helping us to showcase the iconic spots and hidden gems associated with Shakespeare that exist here.”

Central to the campaign is a new website, which will be placed alongside the VisitBritain website, and is the first digital platform to showcase all 20 of the Midland’s key destinations associated with the playwright.

Helen Peters, chief executive at Shakespeare’s England, added: “As the original home of William Shakespeare; the world’s greatest ever playwright, the Midlands region will be taking centre stage in 2016 as we mark one of England’s most significant celebrations in recent history.

"This is an ideal time to cement the Midlands’ place as a global educational and cultural hub.”