Hatch Communications has been appointed by Marketing Birmingham, the city’s destination marketing agency, to carry out a sponsorship maximisation campaign for Visitbirmingham.com.

Hatch Communications was appointed following a six-way pitch for the account, with work commencing this month to coincide with the 2009/2010 Premier League season.

Visitbirmingham.com became a sponsor of Aston Villa and Birmingham City in the 2008/09 season, in a first for English football, and the first time the rival clubs have been involved in a joint initiative.

The 12-month campaign will optimise the sponsorship, focusing on promoting the city of Birmingham and driving positive perceptions and increased visitors to the city.

Marketing Birmingham's marketing director, Dave Hodgson, said: “The two football clubs are an essential part of Birmingham’s image and reputation. By working closely with the clubs we feel that we can boost the city’s tourism and promote Birmingham as the fantastic destination that it is.

“The campaign ideas that Hatch presented not only fitted the brief perfectly, but also excited our partner clubs. We are very much looking forward to working with the sports specialist team and seeing their ideas develop and spring to life.”

Jason Madeley, managing director of Hatch Communications, said: “Birmingham is a great city with so much to offer, from sport to food and shopping to history, the city has it all."

The account will be led by James Hickman, new recruit Matt Peden and consultant Katie Eborall.