Manchester Central campaign 'tailor-made' by Hemisphere
Convention complex Manchester Central is promoting the improved facilities brought about by its £30m redevelopment in a through-the-line campaign created by Hemisphere.
The venue has been undergoing major construction works since 2007, and the 'Tailor-made at Manchester Central' campaign aims to raise awareness of the improvements to its facilities.
Full-page ads featuring the tailoring theme are running in trade titles until February 2011, aiming to drive readers online to find out more. Backing the ads is an an e-shot campaign targeting conference buyers.
Heather Leigh, project manager at Manchester-based Hemisphere, said the 'Tailor-made' campaign theme first emerged to launch the new-look Manchester Central at an exhibition this year.
She said: "We created a specially branded tailor’s dummy which was featured on-stand and on pre-event creative, with an incentive to win the opportunity to design an exclusive tailor-made bag with a Manchester-based bag manufacturer.
"The concept proved so successful in attracting potential visitors to the stand that the approach was then further developed for trade advertising and an e-shot marketing campaign, designed to both raise awareness and capture data."