See What Manchester's Made Of, Dinosaur urges visitors
Manchester agency Dinosaur is behind a new campaign to promote its home city's attractions this summer.
The See What Manchester's Made Of campaign was commissioned by the city centre management company, Cityco, and aims to show Manchester as a family-friendly summer destination.
It has been launched to coincide with the school holidays and is the follow-up to Dinosaur's ad campaign to encourage shoppers to the city last Christmas.
The Christmas campaign helped Manchester retailers outperform the national average by 2.7% in like-for-like sales during November and December, according to Cityco.
While a TV ad led the winter work the new campaign is based around A6-sized visitor maps, 350,000 of which have been produced and are being distributed at street level.
Support comes in the form of billboards and 6 sheets, a building wrap located on Manchester's shopping thoroughfare Deansgate and visitmanchester.com, where the maps are available to download.
The creative follows the pattern of the Christmas ads by featuring a melange of items that make up the city's character.
“To stretch the campaign’s appeal to a family audience, and to show the depth of Manchester’s offering, we refreshed the campaign with a layered, homemade craft look," said Dinosaur art director Linsey Hales.
Cityco's chief executive, Vaughan Allen, added: "Our focus is to create a truly family-friendly city and this campaign helps get some important messages out to visitors to Manchester.
"We have 350,000 maps which will be handed out at stations and the new Visitor Centre in Piccadilly which will help families make the most of their visit.”