RAPP launches 'It All Starts in Manchester' campaign to promote new direct routes from US

By Jessica Davis | Consultant Journalist

RAPP

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April 20, 2017 | 3 min read

Earlier this month, creative agency RAPP launched its first campaign for Marketing Manchester, VisitBritain and Virgin Atlantic Airways since being appointed at the beginning of the year. The campaign ‘It all starts in Manchester’ will run across social media, capturing the eclectic spirit of the city, while highlighting Virgin Atlantic’s new direct routes to Manchester from San Francisco and Boston.

RAPP UK’s executive creative director, Ben Golik, explained that Manchester is a great basis for telling stories: "So much has started in Manchester – it's the city that birthed Pankhurst, taught Turing and gave us the Gallaghers”, he claimed.

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RAPP created four videos illustrating what Manchester has to offer, based around sport, culture, outdoor and nightlife, each illustrating a holiday story from a first person perspective. All films were produced using visual filters and camera phone style photography to best reflect a social media tone. In a departure from tradition, the videos begin by presenting a ‘typical’ holiday experience the from the end of the holiday, going backwards through the events of the day, in order to demonstrate how amazing holiday moments typically start at the very beginning when stepping onto the Virgin Atlantic flight.

Sheona Southern, managing director of Marketing Manchester, said: "Our team have been really impressed with the energy and passion that RAPP UK have shown for this project, and I’m pleased to say that we’re all thrilled with the campaign they’ve produced. We’re very much looking forward to seeing its impact".

Jaime Fraser, manager, brand and content, Virgin Atlantic North America, commented: “I’m delighted with the creative work RAPP has produced for the launch of our new routes from San Francisco and Boston to Manchester. Three clients, three time zones, a difficult brief and a very tight timeline… that’s quite the challenge. They totally stepped up to the plate and delivered a unique, fun and engaging campaign that’s integrated across all our channels and has a lot of flair. I can’t wait for the world – or at least the east and west coasts of America, to see how “It all starts in Manchester!"

Ben Golik, Executive Creative Director at RAPP UK, said: "Today, your holiday doesn't really happen unless it happens on your social feed. This campaign captures the shareable moments that ensue when 'It all starts in Manchester', from seeing dawn in with drag queens, to that lukewarm pint after a long country walk.”

The campaign will run across Instagram, Facebook and YouTube and will be supported by digital banner ads.

RAPP's clients include Virgin Media Business, L’Oreal, Mothercare and PayPal.

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RAPP is a global, data-driven creative community that builds direct, meaningful and high-value relationships between brands and people. At RAPP, with our unrivalled depth of expertise in first-party data, we’ve been observing and cataloguing real people’s lives for 50 years. In today’s world the balance of power has shifted, and customers are in control, which is why we put people and their preferences at the heart of the brand experience. With a talent base of more than 1,600 professionals in 18 offices, we help brands grow the value of real people by understanding what really matters and creating experiences that are right for real people, with real needs, in real time, creating marketing that matters. Our expertise in data and marketing sciences allows us to deliver our clients actionable human insight - an incredible understanding of genuine motivations, observed transactions and actual interactions. Our process reflects how real people think; we balance the left brain and the right, and we do our best work when we bring Precision and Empathy into balance. Building on our data foundation, RAPP delivers a range of capability across social, digital, customer experience and technology.

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