Peel hires Ear to the Ground for MediaCity 'live strategy'
Peel Media has hired Manchester events firm Ear to the Ground to plan a live events strategy for MediaCityUK.
Ear to the Ground will be consulting Peel about how it can use live events to bring the 36-acre site's open spaces to life.
The agency believes live events will help drive trade, footfall, dwell time and return custom at MediaCity and help make the new development stand out as an "exceptional national visitor destination".
Peel is following the lead of Bristol's urban regeneration scheme Cabot Circus and Liverpool's Capital of Culture project in entrusting a live events strategy to Ear to the Ground.
The agency handled the launch of Cabot Circus and delivered the opening ceremony for Capital of Culture. It claims both events "helped create millions of pounds' worth of PR coverage".
Paul Newman, head of communications at MediaCityUK, said: "Ear to the Ground's track record in implementing and delivering major events and live communication strategies throughout Europe makes them the ideal partner to map out and explore the event potential of MediaCityUK.
"The results of their initial audit will be a key element in how we realise our 'live' potential to become one of the UK's most significant visitor destinations."
Ear to the Ground is now working on delivering a full venue audit of MediaCity to "identify potential revenue opportunities".
David Norris, operations director at Ear to the Ground said: "MediaCityUK is the most dynamic regeneration development in the UK with the eyes of the wider world squarely on it.
"We are currently working on an audit that when delivered will assure that MediaCityUK’s public spaces will be realised for their full potential and match the world-class status of the overall project.”