In 2019, the JQBID ran a place marketing campaign to promote the Jewellery Quarter.
Made in the JQ was a digital marketing campaign in 2019 that aimed to highlight the central role of both goods and experiences that are made in the Jewellery Quarter. The campaign featured a 2 minute video to promote the Jewellery Quarter and was the first video produced which promoted the area as a destination. It has since had more than 14.5k views.
The campaign also consisted of paid for social media advertising, a radio campaign with Global radio, news articles and features in the JQ Life magazine. It became a successful umbrella format for presenting the diversity of expertise and knowledge in the JQ.
The campaign was the first stage of the JQBID’s destination marketing strategy, which is now Discover JQ.