The airport is joining in a region-wide campaign to celebrate 400 years of William Shakespeare’s legacy by promoting the businesses helping tell his story.
The campaign sees new artwork being introduced to greet the millions of visitors arriving into the region through ‘Shakespeare’s Airport’ each year.
In partnership with destination management organisation, Shakespeare’s England, the new artwork is located in the arrivals pier of the terminal building.
It gives visitors a taste of what the region can offer, showcasing the range of wonderful tourist attractions.
This includes the Royal Shakespeare Company, Kenilworth Castle, Warwick Castle, Leamington Spa, Bicester Village and Shakespeare's Family Houses.
The campaign is just one of a number of exhibitions and events which the Shakespeare's England region is coordinating in the region to celebrate 400 years of Shakespeare’s legacy.
Geoff Spooner, chairman of Shakespeare’s England and general manager of Warwick Castle, said: “With over 10 million passengers passing through Birmingham Airport every year, this is a fantastic opportunity for Shakespeare’s England to showcase some of the world class visitor attractions that its members provide and which are enjoyed by millions of visitors every year.
“This presence will generate increased awareness of Shakespeare’s England and with it, help to promote the equally impressive range of restaurants, theatre, overnight accommodation and many other attractions in this outstanding region.”
Birmingham Airport markets itself as Shakespeare’s Airport overseas, particularly in China and the US where so many people study and love The Bard’s work.
Jo Lloyd, commercial director for Birmingham Airport and deputy chair of Shakespeare’s England, added: “Birmingham Airport is proud to be Shakespeare’s Airport, which is proving to be very successful with overseas markets.
“This welcome not only cements our branding but also allows our passengers to feel involved in The Bard’s anniversary celebrations from the minute they arrive.”