Manchester City Council's regeneration organisation,
Moss Side & Hulme Partnership

Brief:

At the conclusion of a multi million pound regeneration project in Moss Side, to publicise the completion of extensive regeneration work undertaken by Manchester City Council, private sector investors and a housing association

PR Objectives
- To improve the perception of Moss Side, Manchester
- To attract further inward investment
- To make the area sustainable
- To attract extensive positive press coverage: locally, regionally and nationally
- To make vacant commercial sites owned by Manchester City Council more attractive to the commercial property sector
- To counter balance negative reporting of the area

Background
The redevelopment of Moss Side has aimed to replace a decaying ghetto with a new blueprint for urban life. Substantial investment has been made to upgrade both the private and public sector housing stock, the social infrastructure such as schools, health centres and facilities for young people, commercial premises along side environmental improvements.
An advertising and PR campaign was developed and coordinated by Impact Media PR to celebrate the area's renewal.

Strategy and Plan
The multi-faceted campaign was composed of a series of advertising banners strategically placed along Princess Road and complemented by poster sites throughout Greater Manchester.

Five striking images of the area were commissioned that illustrated the revitalised area: shopping, the local economy, new homes, recreation and young people.

The advertising campaign was supported by a PR campaign which involved the creation of a detailed press release and tailor made press pack with supporting background information. The campaign was further strengthened by one to one meetings with journalists in order to maximise media interest in the story.

Measurement and Evaluation:
Feature story in Manchester Evening News, Extensive reportage on BBC North West Tonight and Granada Reports
Live reports and interviews by BBC GMR Featured in commercial property section of M.E.N
Extensive coverage in trade journals and magazines both regionally and nationally
Full front page lead story in Area News Today (local newspaper)
Uptake in vacant commercial premises
Increase in enquiries regarding vacant land to develop
Increase in revenue by local retailers on Princess Road

Impact Media PR Clients

Impact Media Pr | MM2 Building, 84 Pickford Street, Manchester, England, M4 5BT
T: 0161 236 0008