The group that represents more than 1,000 city centre businesses has launched a major marketing campaign to support retailers and restaurants during this summer’s A38 tunnel closures.

Retail Birmingham’s SHOP SHOP campaign has been designed to promote the variety of activities available to shoppers in Birmingham during a busy period of redevelopment in the city.

The campaign includes radio adverts voiced by Birmingham-born TV presenter, Emma Willis, together with advertising, PR and the launch of a new look website.

Steve Hewlett, Business Improvement District Manager at Retail Birmingham said: “The city is undergoing a huge period of change with major infrastructure and development works including the Midland Metro, New Street Station, Grand Central and The Mailbox, all currently taking place to transform Birmingham city centre.

“These works, coupled with the forthcoming A38 tunnel closures, highlight the importance of promoting the city centre as ‘open for business,’ supporting the existing retailers and increasing footfall throughout the summer period.

“While we are really excited about the future of the city, Birmingham’s existing shopping offer remains world class, with major shopping centres, hundreds of independents and five big name department stores.

Refurbishment of tunnels, Birmingham city centre
Refurbishment of tunnels, Birmingham city centre

“We are also seeing new stores launching every month. This is an exciting time for retail in Birmingham and we encourage shoppers to come in and enjoy what’s on offer this summer.”

A series of roadshow events hosted by Amey are taking place over the next few weeks ahead of the closure of two tunnels in Birmingham.

The second phase of the ‘Brumtunnels’ project will see St Chad’s and Queensway tunnels shut from 10pm on July 18 to 6am on September 1.

This second phase will complete the upgrade by renewing the ventilation system, installing new security and communications systems, replacing electrical systems and refurbishing pumping stations and plant rooms.

In addition to the summer marketing campaign, Retail Birmingham is working on a city centre Eid shopping event that will take place on Thursday, July 24.

For the first time, many of the city centre stores are staying open late to capitalise on the huge spend over the Eid period, with themed entertainment taking place throughout the city and events within stores.