Member Article

Manchester shopping wins award for response to riots

Manchester’s “I Love MCR” campaign has been recognised by the British Council of Shopping Centres (BCSC) for its response to the August riots.

The campaign received a Purple Apple Marketing Award for the best use of media relations through the summer riots.

The judges said the campaign was “a shining example of professionals joining forces with the emotions and activities on the street with fantastic results.”

It was recognised as a quick-thinking response that created great PR for the city in extremely negative circumstances.

Andrew Stokes, chief executive of Marketing Manchester, said: “The ‘I Love MCR’ campaign was ‘Team Manchester’ at its finest. In partnership with Manchester City Council, Manchester Arndale and Cityco, we were able to show the world what real Mancunians were all about.

“The response was overwhelming, with over 350 businesses supporting the campaign and social media figures that topped 21,000 on Facebook and 46,000 on Twitter.

“The media coverage alone was valued in excess of £750,000 and we are delighted that the BCSC judges rewarded that success.”

Cllr Pat Karney, Manchester City Council’s city centre spokesperson, said: “The ‘I Love MCR’ logo has become the lasting image of the city’s resilience after last year’s riots – embodying the spirit of the clean-up operation and symbolising Manchester’s strength in trying times.

“The Manchester Moment on Market Street in particular was one of those rare and special occasions that captured the imagination of the public and through the campaign truly brought out the best in the city’s people.”

The Trafford Centre also received a merit for its ‘The Beauty Banquet’ event, which saw beauty retailers across the Centre showcase the latest beauty innovations.

David Allinson, centre director Manchester Arndale, commented: “The judges agreed that The Denim Surgery was a great event and contained a real first with the 3D body scanner being the unique ‘hook’ to get people to visit the centre.

“The cracking results which we achieved, both in terms of sales figures and customer awareness, were very impressive with nearly 6.5million people reached by the PR campaign alone.

“Retailers also loved it too with over 50% of participating retailers reporting an increase in denim sales versus the previous year, with one reporting as high an increase as +96% in women’s jeans.”

This was posted in Bdaily's Members' News section by Tom Keighley .