Almost 370 companies get involved with 'I Love MCR' campaign following riots
The ‘I Love MCR’ campaign, run in the wake of the riots that took place within the city centre last month, saw almost 370 businesses get involved.
Devised and organised by Marketing Manchester, the campaign used predominantly low cost marketing channels such as PR and digital with many services offered by local businesses ‘in kind’ in a bid to protect the reputation of the city following the riots.
This included at cost and free media product, provision and distribution services, Marketing Manchester has explained.
Results of the campaign saw over £500,000 of media value generated, with significant coverage generated on ‘We love MCR’ day, alongside over £95,000 online value, including social media coverage through Twitter, over £78,000 worth of digital screen promotion secured free of charge, and over £200,000 worth of additional outdoor provision secured for a production cost of under £15,000.
Budget was also spent on the production of posters, badges, car stickers and other merchandise, as well as event day activation on the ‘we Love MCR’ day, with campaign costs set to be claimed back through the Government recovery fund scheme.
Rachel Combie, director of strategic marketing for Marketing Manchester added that it was difficult to estimate the value of addition activity undertaken during the campaign, including the banner installed by the Co-operative Group on the CIS Tower, as well as the banners and dressing, as well as time and support provided by involved companies who also created their own banners and dressing to promote the campaign for free.
Companies included Agency Provocateur, Gaydio, Bodyshop, Thorntons, The Lowry, Manchester City Football Club, American Airlines, Vision Express and Topman.
Marketing services agencies involved were MC2, BJL, Brazen PR, Cube3 Marketing, MediaCo, Stiff Rowlands and Tangerine PR.