Feel Good Films and West Midlands Growth Company Partner Together to Shine a Light on Accessibility Awareness in the Region
Feel Good Films is proud to share its latest collaboration with UKInbound member, West Midlands Growth Company, on the Warm Welcome campaign. An inspiring accessibility initiative aimed at empowering frontline hospitality staff to confidently welcome disabled visitors. As a purpose-driven production company, we were entrusted with bringing this important message to life through a series of short, emotive films that provide practical guidance for teams working across the region’s tourism and hospitality sectors.
“This project truly embodies the heart of what we stand for at Feel Good Films,” says Ranald Lloyd-Williams, Director & Founder. “We use storytelling as a tool for positive change, and Warm Welcome is a perfect example of how film can drive inclusion, foster understanding, and inspire action.”
Authentic Representation at the Core
From the outset, we worked closely with Sarah Rennie Consulting to ensure the campaign reflected lived experiences. Storyboarding was led by accessibility experts and developed with input from disabled consultants and on-screen talent. Every stage of production, from concept to the final edit, was grounded in inclusive best practices. Our team also collaborated directly with hospitality professionals across the region to capture real-world perspectives, making the films as practical and empowering as they are emotionally resonant.
Creating Impact in Tourism
The Warm Welcome campaign is now live on the Visit Birmingham website, forming part of a wider commitment to ensuring the West Midlands is seen as a truly inclusive destination, one where all visitors feel welcomed, supported, and valued. The campaign’s impact extends beyond accessibility: it sets a benchmark for how tourism organisations and local businesses can create inclusive environments that reflect the diversity of their communities and visitors.
Building a More Inclusive Future
For Feel Good Films, this project marks a proud moment in our journey as creative partners in the tourism and social impact sectors. It reinforces our belief in the power of film to challenge perceptions, celebrate frontline workers, and ultimately help build a better, more inclusive future for all.
About Feel Good Films | Feel Good Films is a purpose-driven production company that creates authentic, emotive, and impactful content. Specialising in social issues, community stories, and brand purpose, Feel Good Films helps organisations use storytelling to inspire, connect, and drive change.
About Visit Birmingham | Visit Birmingham is the official destination marketing organisation for Birmingham and the West Midlands. It promotes the region as a welcoming, inclusive, and vibrant place to visit, work, and explore.