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Dinosaur Cityco

Dinosaur creates Manchester Christmas campaign

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By The Drum Team, Editorial

November 17, 2010 | 3 min read

Manchester is hoping for a boost in Christmas custom after launching a festive-themed marketing campaign created by Dinosaur.

The Manchester's Magical Christmas campaign has been commissioned by Cityco, the city centre management company, in a bid to attract visitors to Manchester's shops and festivities over the next month.

Ads will be seen at outdoor sites within a 30-minute drive of the city centre, on lampost pendants and on digital screens in Manchester.

Posters will also be displayed on local railway platforms, train carriages and Metrolink trams, with further ads appearing on the city's buses and taxis.

A series of radio ads, running on local stations Key 103, Real Radio and Galaxy Manchester, will promote "key festive events". An online campaign is running at visitmanchester.com.

It is Manchester agency Dinosaur's latest work to promote its home city having already handled several campaigns for Cityco.

The agency created fashion-themed ads for Cityco in the autumn and was heavily-involved in last year's Manchester Christmas campaign.

Creative director Mark Beaumont said: "We’re lucky to work on some really exciting briefs with Cityco and this year Christmas has been the icing on the cake.

"For 2010 their strategy has been much more strongly events focused, which has steered the creative in a different direction. A kaleidoscope of colour, it has been designed to generate a buzz about all the fun and festivities taking place in Manchester this Christmas."

Vaughan Allen, Cityco's chief executive, said the organisation had clubbed together with local partners - including the city council, Marketing Manchester and Piccadilly Partnership - to get value from the campaign.

"Working closely with a wide range of public and private sector partners we have pooled resources to create a cost effective, value for money solution that captures the spirit of Christmas and will help drive footfall for our city centre businesses," Allen said.

"Although we know we have a very strong retail offer, and an unrivalled range of festive activities, we can never be complacent, particularly in these challenging times. Putting Manchester city centre firmly in the forefront of consumers minds will keep the local economy buoyant."

Dinosaur Cityco

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