Birmingham business should unite behind Marketing Birmingham's strategy to promote the city, chief executive Neil Rami said yesterday.
Speaking at the CBI's PR and Media Forum at the ICC, Mr Rami said Birmingham and the West Midlands region needed to provide a clear and consistent message to the national media and the world that Birmingham was a destination city.
"Birmingham needs to be consistent in its message. It needs to stick to the script in order for people to listen to us," he said.
Although Mr Rami praised the city for its success as a retail destination and drew attention to the benefits of its location, he warned that Birmingham had been superseded by others on marketing.
Appointed eight months ago after working in Newcastle, Mr Rami talked of his surprise at Birmingham's poor Capital of Culture bid.
He said: "As we were preparing the Newcastle bid we were looking at Birmingham thinking 'they've got it all'. We couldn't understand why their bid was so weak."
Mr Rami also said the city had suffered in the national media because of its proximity to London.
"If a national journalist is sent on a story in the north, they can stop overnight and will make enough time in the city to provide two or three stories. If they are going to Birmingham it will be a day trip and they will only have enough time for one story."
Mr Rami said it was now time to stop Birmingham under-punching its weight, and highlight the city's potential as a young, cosmopolitan city with strong links to the events and conference trade.
"This region hosts half of the major conference events in the UK - it is a natural meeting place.
"I want business people to come into the city and also realise its potential as a family day out.
" Once we encourage people into Birmingham for business, I believe it will sell itself."
