MCR's Best Christmas Yet
Following a year of challenging retail trading conditions, Visit Manchester were faced with increased competition from large out-of-town shopping centres with heavy advertising budgets.
A creative solution was required on a small budget to entice visitors to Manchester city centre over the Christmas period and encourage them to shop more during their visit.
The 'I Love Manchester' brand which was created in response to the riots had already proved popular and seemed a perfect focus for the campaign.
Visit Manchester would target couples and families with higher disposable incomes to encourage them to shop, stay over and "fall in love" with the city.
We would use popular North-West programming, such as Coronation Street to build a strong association with the city and the Granada campaign would ensure maximum coverage among visitors and identify Manchester as being "the place to go".
A series of 5 x 2 second blipverts about Manchester and a 20 second reveal commercial in Coronation Street would kick off the campaign on ITV1 North, maximising frequency quickly and creating an impact amongst viewers.
The blipverts were supported by an ITV1 Granada campaign, featuring the ad in key programmes. Following this, ITV implemented a clear programming strategy and ran commercials in the Granada region from November – December, with a spot in the prestigious Royal Variety Performance show, held in Salford for the first time.
Manchester enjoyed its 'best Christmas yet' with footfall indicators showing a massive 30% YOY increase! An estimated 3.3m people came to enjoy the festive offers and Manchester enjoyed a £75m boost. The campaign acted as a springboard and Visit Manchester are considering further activity with ITV.
- 20,000 people attended the light's switch on
- 43% financial benefit of festive events coming up
- Record breaking opening for weekend Christmas markets
0Sale increase YOY
0Attended the lights switch-on