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identity
Manchester The Quarterly Newsletter of Marketing Manchester
Winter 2010
Manchester chosen as a host city for England’s 2018 FIFA World Cup bid In November, a delegation led by Cllr Mike Amesbury, executive member for culture and leisure at Manchester City Council and Andrew Stokes, chief executive of Marketing Manchester, delivered Manchester’s bid to become a host city of an England 2018 FIFA World Cup to the FA at Wembley. Football legends Mike Summerbee and Patrick Crerand, United and City youth team players, Matt James and David Ball, along with James Mayer and Adio Marchant from the Manchester band Kid British handed over the document to The Rt Hon The Lord Mawhinney Kt, the FA’s selection panel chairman.
saw an economic benefit of almost £80 million. That’s an incredible amount of money, and when you couple it with the long-term benefits, like an increased profile on the world stage, it’s an opportunity that we cannot afford to miss.” Lord Mawhinney added:
“FIFA’s technical standards understandably are very high and it is vital we are as thorough as possible in making our selection. Technical director, Ian Riley and his team have made two inspection visits to each city and have provided as much advice and assistance through the process as possible. We believe England would be the perfect host to a World Cup tournament.”
Andrew Stokes said:
Manchester was announced as an official host city for the England bid in December. The FA will find out if England has been successful with the overall bid by the end of 2010.
“Bringing an event of this magnitude to the city cannot be underestimated. Munich was one of the host cities in 2006 and it
For more information about Manchester’s host city bid, visit: manchesterworldsport.com
Supported by
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Creative Tourist campaign continues apace Creative Tourist is an exciting new partnership between Manchester’s museum and tourism sectors. It is designed to appeal to culturally motivated short-break markets both in the UK and overseas. It aims to change perceptions of the city as a cultural destination and to increase the number of short-break visits. Managed by Manchester Museums Consortium, Visit Manchester is a key delivery partner for Creative Tourist. creativetourist.com was launched in July 2009 and produces monthly magazine content and downloadable city guides which feature hotels, restaurants, shopping and events alongside the key highlights of the cultural calendar. The campaign is primarily delivered online. The latest guide, ‘The Urban Weekender’ is available for download now. A new guide will be produced in February to celebrate the re-launch of the People’s History Museum, following its £12m refurbishment, and the opening of major exhibitions at Manchester Art Gallery, The Whitworth Art Gallery and The Lowry amongst others. If your organisation is interested in discussing promotional partnerships, as part of Creative Tourist, please contact the leisure tourism team on 0161 237 1010.
Christmas campaign gives high street a boost visitmanchester.com played a central part in the Christmas visitmanchester.com marketing campaign throughout November and December to counter the effects of the recession on the city’s high street. Commissioned by Cityco, the organisation responsible for managing the city centre, in partnership with Manchester City Council, Marketing Manchester and the Greater Manchester Passenger Transport Executive, the campaign focused on the depth and diversity of the retail and leisure offer, using the strap line ‘See what Manchester’s made of’. The campaign also had a strong public transport message encouraging people to choose the train, tram or bus as the easy option for a day or night out in the city at Christmas. Andrew Stokes, chief executive of Marketing Manchester:
“We saw 50,000 visitors to the Christmas pages of visitmanchester.com in the first three weeks of the campaign and we’re confident that this activity will help us to build on the 19% increase we saw in the number of visitors to the city during December 2008 compared with the same month in 2007. Working in partnership, as we did with this campaign, is by far the best way to achieve results - particularly during the current period of economic uncertainty.”
Team Manchester pitches in to build Abu Dhabi links A high-level delegation of business figures travelled to Abu Dhabi in November as part of a drive to attract investment from the emirate and build cultural, academic and sporting links. The delegation consisted of civic, business and higher education leaders from bodies including Manchester City Council, Marketing Manchester, MIDAS, the University of Manchester, Manchester Airport, Manchester International Festival and a range of private sector representatives. Identity Manchester Winter 2010
Andrew Stokes, chief executive of Marketing Manchester:
“Abu Dhabi is becoming an increasingly important strategic partner of the city and, as such, it is vital to strengthen the relationships that have developed in recent months. The United Arab Emirates has already shown it shares the same ambition for Manchester as we do and it is important for us to do everything we can to facilitate additional business opportunities that will benefit the city.”
The trip was timed to capitalise on the attention focused on Manchester by Manchester City FC’s visit to Abu Dhabi for a friendly match with the UAE national team. Senior representatives from the club joined the delegation to promote Manchester and local businesses in Abu Dhabi and stress the importance of strengthening ties between the two cities.
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Conference Partnership showcase city’s renaissance to Conservatives The Conservative Party Conference in October gave the Manchester Conference Partnership the chance to highlight the renaissance the city has achieved in recent years and emphasise the areas that will be of most importance to our future economic growth. The organisations that form the Manchester Conference Partnership include: Marketing Manchester, MIDAS, Greater Manchester Chamber of Commerce, Commission for the New Economy, Manchester Knowledge Capital, New East Manchester, Corridor Manchester and Central Salford URC. This was the second year that the partnership had taken a presence at all three main political party conferences. Through a number of diverse stand sessions and fringe events the partnership showed the integral part it plays in informing the city on an important range of issues such as transport, skills and urban development. The partnership has also used the Conservative Party Conference to launch a new promotional film that highlights Manchester as a major leisure and business destination and will be used throughout the year as a marketing tool for the city. You can view the film at: marketingmanchester.com Just prior to the Conservative Party arriving in the city, the Labour Party confirmed Manchester as the venue for its 2012 and 2014 annual conferences - the economic impact of which is expected to be in excess of £35m. Catherine Walker, head of conference and business tourism of Visit Manchester:
“Securing these events is no easy feat. It’s thanks to such a strong city-wide partnership that we’re able to be so successful in this field. This partnership includes Manchester Central, which has now firmly established itself as the premier venue for political conferencing in the country, Greater Manchester Police and Manchester City Council.”
New corporate website goes live marketingmanchester.com re-launched in December following a complete content overhaul and redesign by magneticNorth. This marks the first step in Marketing Manchester’s work to create an online presence for Manchester that is innovative, inclusive and unique - something that the redevelopment of: visitmanchester.com will have a significant impact upon when the first phase is launched in March. marketingmanchester.com will be home to a range of useful tools and information, including up to date facts and statistics, details of the main projects Marketing Manchester is involved in and, ultimately, the new Manchester image and footage bank which is set to be launched in the New Year. The site also provides an explanation of the ‘original modern’ vision for the city and the role that Marketing Manchester and our partners and stakeholders can play in helping to deliver that vision. Andrew Stokes chief executive of Marketing Manchester:
“This re-developed site is primarily focused on helping our stakeholders and partners to promote the city in a consistent and unified way. It also supports our philosophy of maximising public engagement in the creation of Manchester’s online presence.” Brendan Dawes, creative director of magneticNorth:
Christmas markets November also saw the return of Marketing Manchester’s ‘Manchester Gifts’ stall to the ever-popular Christmas Markets which took over the city centre during the festive period. The stall, which was located in the Albert Square market, sold everything from the classic favourites like the ‘I Love Manchester’ mugs and calendars, to new items like the new Christmas wrapping paper, designed by Peter Saville. Clair Hewitson, head of commercial relationships:
“This was our third year at the Christmas Markets and we’re really pleased with the range of products we’ve built up during that time. There are, of course, some favourites that sell very well every year, but it’s always nice to introduce new items - like the iManc t-shirts to give visitors to the market something new to take home.” The products that were on sale at the Christmas Markets are also available online at: visitmanchester.com/giftshop
“The new Marketing Manchester site is the first realisation born from the wider vision that is informing the way Manchester is considering its online presence going forwards, including the development of visitmanchester.com. At its core, the design is testament to everything we hold dear; simplicity coupled with playful use of new technologies.”
Annual report comes to life The latest annual report has been produced and is available to view online at: marketingmanchester.com The report is delivered as a short film - with video highlights of the organisation’s activities during the period April 2008 to March 2009. There are also one-to-one interviews with our chairman, Nick Johnson, the chief executive, Andrew Stokes, and the managing director of Visit Manchester, Paul Simpson. The decision to replace the traditional hardcopy version of the report was taken in line with our green policy and also gives those interested in Marketing Manchester the chance to see our projects ‘in action’ as apposed to just written reviews. Financial data for 2008-09 is available as a separate PDF download. Identity Manchester Winter 2010
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Manchester Food and Drink Festival Skills Awards In autumn, Visit Manchester, in partnership with the National Skills Academy for Hospitality, offered an opportunity for workers in the local service and catering industries to put their skills to the test. Three separate competitions resulted in the winners of this year’s prestigious Manchester Food & Drink Festival Skills Awards.
The winners of the awards were as follows; Manchester Young Chef of the Year Michael Tate from Harvey Nichols (presented in partnership with Trafford College) Manchester Young Waiter of the Year Matthew Dutson from The River Bar and Restaurant, The Lowry Hotel Manchester Bartender of the Year Tom Lloyd from Obsidian
The winner’s collected their awards at the 2009 Manchester Food & Drink Festival gala dinner in October. Visit Manchester recognises the importance of a skilled workforce in the local hospitality industry. For information on similar upcoming opportunities and Visit Manchester’s investment in skills and hospitality, please contact Nicola Trotter on 0161 237 1010 or email: nicola.trotter@visitmanchester.com
A taste of things to come Visit Manchester, in partnership with the Northwest Regional Development Agency (NWDA) and chef Brian Mellor, provided a short training course in autumn for chef’s interested in professional demonstrations of their work. A two-day interactive workshop took place to prepare chefs to demonstrate at events, festivals, in the work place, and on camera. Brain Mellor has performed hundreds of demonstrations and appeared at food festivals and trade shows around the country. His workshop was based around real situations and designed to build confidence, enhance CVs and prepare for the possibility of the media spotlight.
Young Star Chef at the Park Inn Manchester Victoria In September, Visit Manchester’s Young Star Chef event took place at Park Inn Manchester Victoria. The chosen chef for the evening was Roman Schneider; hand picked as a star of the future by his own head chef, Andy Green. Roman was challenged to devise his own signature menu and lead the kitchen during service. For a very reasonable price of £20 per head, guests on the evening were treated to a five-course meal with a complimentary glass of wine on arrival. Young Star Chef evenings are intended to showcase the talents and achievements of upcoming chefs working in Greater Manchester. They are a great opportunity to support chefs working in the local industry and to celebrate their success. The next Young Star Chef event will take place at the end of January and details will be released soon. For further information on Visit Manchester’s Young Star Chef Initiative, contact Nicola Trotter on 0161 238 4581 or email: nicola.trotter@visitmanchester.com Identity Manchester Winter 2010
Following the success of the chef demonstrations, a short film has been produced by Visit Manchester called ‘a taste of things to come’. The film showcases the skills of eight chefs from restaurants and hotels throughout Manchester. It can be seen on: visitmanchester.com/corporate To request a copy of the film or find out more about skills opportunities at Visit Manchester, please contact Nicola Trotter on 0161 238 4581 or email: nicola.trotter@visitmanchester.com
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MCR4 hits the shelves The fourth issue of MCR - the destination magazine for Manchester - was published in November and will act as the leading piece of leisure tourism print for the next sixth months. The magazine includes feature articles about Greater Manchester’s theatre world, its music scene and industrial heritage attractions as well as event listings, transport information and accommodation options. The magazine will also be used at 25 national and international travel trade events and will form part of both travel trade and media familiarisation trips to the city. It is available to view on the homepage of: visitmanchester.com where it is currently read by an average of 50,000 readers a month. MCR5 will be published in May 2010. For more information about advertising opportunities, please contact Audrey Carret on 0161 237 1010 or email: audrey.carret@marketingmanchester.com
Industrial Powerhouse appoints new marketing manager
Manchester’s success at the Northwest Tourism Awards Three of Manchester’s top tourism businesses were named the best in the Northwest at the sixth annual England’s Northwest Tourism Awards in September. Imperial War Museum North was named the Large Visitor Attraction of the Year after it received one of the highest mystery shop scores ever achieved in the awards. The Large Hotel of the Year went to The Lowry Hotel, which wowed the judges with its customer service and excellent dining experience. Wigan Tourist Information Centre (TIC) was named the Northwest’s TIC of the Year after it came out on top in a mystery shopping exercise commissioned by the NWDA. The Lowry also received a judges’ commendation in the Excellence in Business Tourism category. Paul Simpson, managing director of Visit Manchester:
“It’s great to see The Imperial War Museum North and The Lowry Hotel receiving the recognition they so deserve. Large Visitor Attraction and Large Hotel of the Year are arguably the two biggest awards given out on the night and I’m delighted that Manchester will represent the Northwest in these categories at the national awards in April 2010. Wigan’s success is also proof at how important the borough towns are in the wider city-region tourism experience.” Organised by the Northwest Regional Development Agency (NWDA), the England’s Northwest Tourism Awards aim to drive up the quality of the visitor experience across the region by rewarding excellence in the tourism industry. This year’s event was held at Blackpool’s famous Tower Ballroom and was hosted by BBC North West Tonight presenter, Ranvir Singh.
Industrial Powerhouse, a project that celebrates the industrial heritage attractions of England’s Northwest, has appointed a new marketing manager based at Marketing Manchester’s office. Lisa Houghton is leading on the project, which recently secured £1.6 million worth of funding for a three year period. Lisa has over 13 years marketing experience gained from companies including First Choice Holidays, Airtours, Travelcare, Universal Theme Parks and the Lancashire and Blackpool Tourist Board. Lisa Houghton, marketing manager of Industrial Powerhouse:
“The Northwest has a rich industrial heritage and I’m keen to work with attractions across the region to bring that heritage to life. 2009 has been the year of the ‘stay-cation’ and given the number of heritage sites that are right here on our doorstep, we should be actively promoting them to those looking for days out that won’t break the bank.” Half of the funding for Industrial Powerhouse has been allocated from the European Regional Development Fund (ERDF) as part of a wider project to market the region’s cultural assets. In total the ERDF contribution to the project is £800,000 whilst the other £800,000 will be generated through contributions from regional partners including tourist boards, museums and attractions. For more details on Industrial Powerhouse, visit: industrialpowerhouse.co.uk
World Travel Market In November, Visit Manchester exhibited at World Travel Market with the other sub-regional tourist boards on the England’s Northwest stand. The four-day travel trade show which took place at Excel in London’s Docklands, attracts international travel agents, tour operators, airlines and press. This year’s show was a great success with over 5,000 exhibitors and 24,400 visitors. Visit Manchester received a high number of enquiries from key trade representatives and took the opportunity to meet with airlines such as bmibaby and Aer Arran. Identity Manchester Winter 2010
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Conference update The conference team has attended the Trades Union Congress in Liverpool, Labour Party Annual Conference in Brighton and Soroptomist International SI/GBI Federation Conference in Cardiff to raise the profile of Manchester as next year’s conference destination. This presence helped promote the destination and encourage delegates to book accommodation for conferences taking place in Manchester in 2010. In addition to this, the conference team has been working on a number of events that are due to take place in Manchester during 2010. These include: January • BWEA Health & Safety 2010 at the Hilton Manchester Deansgate Hotel, 500 delegates • Nations and Regions Media Conference at Salford University, 200 delegates • Partners 4 England at the Lowry Theatre, 150 delegates February • Community Transport Association Access10 conference at Manchester Central, 300 delegates March • Soccerex European Forum at Manchester Central, 1,200 delegates • Society for Endocrinology BES 2010 Meeting at Manchester Central, 1000 delegates
Identity Manchester Winter 2010
• Association of Teachers and Lecturers Conference at Manchester Central, 800 delegates • European Clubs Association
• Association of Insurance Risk Manager at Manchester Central, 600 delegates • British Association of Urological Surgeons at Manchester Central, 800 delegates
April • Association of Corporate Treasurers Conference at Manchester Central, 600 delegates • The British Pain Society’s Annual Scientific Meeting at Manchester Central, 700 delegates • CIB World Congress at the Lowry Theatre, 600 delegates • Kinesthetic Empathy: Concepts and Contexts Conference at Hulme Hall University of Manchester, 200 delegates • Sport and Technology: The Conference at Bridgewater Hall, 120 delegates
July • 2nd International Interprofessional Health and Social Care Conference, at Manchester Metropolitan University, 200 delegates
May • The Building Societies Association Conference at Manchester Central, 800 delegates • British Cardiovascular Society Annual Conference and Exhibition at Manchester Central, 1500 delegates June • Oddfellows - 2010 Bicentennial AMC/International Conference at New Century House and Manchester United, 2000 delegates • International Union of Aviation Insurers at the Hilton Manchester Deansgate, 240 delegates
August • European Architecture Students Assembly, 300 delegates September • Neurofly Conference at the University of Manchester, 200 delegates • Pan Clan Motorcycle Convention at Park Hall Hotel Leisure and Conference Centre, 260 delegates • Trades Union Congress at Manchester Central, 800 delegates • Labour Party Annual Conference at Manchester Central, 12,000 visitors October • NWDA AGM at Manchester Central, 800 delegates • International Brewing Convention at Manchester Central, 1,000 delegates • SI/GBI Federation Conference at Manchester Central, 1,500 delegates • Textile Institute World Conference, 400 delegates.
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World student travel conference in Manchester In September, Visit Manchester supported WYSTC - the World Youth and Student Travel Conference, which took place in the city over four days and attracted over 750 delegates. The conference brought together the world’s leading organisations in the youth, student and educational travel industries to network, participate in seminars and to conduct business. It was the first time that the event has taken place in Manchester during its 17 year history. The hub of the conference was at Manchester Central whilst The Palace Hotel catered for the majority of overnight stays as well as hosting scheduled events. The official opening ceremony was at Manchester Town Hall with introductory speeches by Paul Simpson, managing director of Visit Manchester, and Sir Richard Leese, leader of Manchester City Council. The closing ceremony was in the Grand Room at the Palace Hotel. Delegates and exhibitors to the event consisted of organisations that provide gap years, cultural exchanges, foreign study, volunteer programmes, hostels, travel insurance and much more. They were accompanied by representatives from universities, schools, tour operators and national tourism boards from around the world.
Lions Club International Convention - bid update Our mission to bring the Lions Club International Convention to Manchester continues. In November, we submitted two bids to them for their 2015 and 2017 events. This follows the announcement earlier this year that the 2014 convention, for which Manchester was shortlisted, had been awarded to the city of Toronto. If one of the bids is successful, the Lions event will be the largest conference ever to take place in Manchester – with some 35,000 delegates heading to the city. The economic impact of the two-week convention is estimated to be in the region of £90m and will utilise the majority of the city’s main conference venues. These include: The Bridgewater Hall, Manchester Central, the MEN Arena, The University of Manchester and many of the hotels across Greater Manchester. A decision will be made by the Lions Club board of directors at their annual general meeting in Hamburg in April 2010.
Discovery event recognised at Meeting Industry Marketing Awards The Discovery event that Marketing Manchester delivered with VisitBritain has received a Silver Award at the 2009 Meetings Industry Marketing Awards (MIMA). The event, which promoted the UK as the place to host meetings, conferences and incentive experiences, took place in October 2008 and attracted 80 of the world’s most influential overseas buyers and journalists from 20 countries. The independent judging panel of meetings industry experts and leading buyers were said to be particularly impressed with the event branding and collateral. Andrew Stokes said:
“This was a team effort. We worked very closely with VisitBritain and regional partners in the run-up to the event and the venues that played host to the various aspects of Discovery did us proud. Manchester is rightly proud of its ability to host major conferences and events and for us to represent the rest of the UK in this field was a great honour. This award recognises a great deal of hard work by so many people and I think it is thoroughly deserved.”
Visit Manchester promotes city’s conference facilities to global events organisers In December, Visit Manchester showcased the region’s conference venues and facilities to events industry professionals at EIBTM - the annual global meetings and incentives exhibition. EIBTM took place at Fira Grand Via, Barcelona and Manchester’s team were located on the VisitBritain stand which was themed upon science and innovation.
The team outlined the range of free services they offer to international events buyers and were joined by Manchester Central and Manchester United Football Club.
“It’s also a great opportunity to update existing international clients with developments and to build partnerships with events that we are bidding for.”
Catherine Walker, head of conference and business tourism of Visit Manchester:
For more information on the Visit Manchester conference team, visit: manchesterconferences.com
“EIBTM is a great platform to raise our international profile as a meetings and business destination. The event enables us to forge relationships with new contacts from around the world.
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Marketing Manchester prepares for Soccerex European Forum Marketing Manchester took a small delegation to Johannesburg in November to attend Soccerex - the leading business convention for the global football community. Our attendance was part of the work to raise the profile of Manchester with delegates ahead of the city’s hosting of the Soccerex European Forum in 2010 - the first of four consecutive years that the convention will take place in Manchester. We exhibited in partnership with Manchester City Council and the Northwest Regional Development Agency (NWDA) and were joined by representatives from Manchester City, Manchester United, Halliwell’s, Arup and Thomas Cook Sport.
Andrew Stokes, chief executive of Marketing Manchester:
“Manchester’s global partnership with Soccerex has presented us with an opportunity to raise the profile of the city to influential figures in the football and sports industries.
football industry. He also greeted the FIFA president, Sepp Blatter, and the FA’s England bid team as they visited the Manchester conference stand.
“Our presence in Johannesburg was used to raise awareness of next year’s European Forum in Manchester and also to highlight the strength of the sports facilities and businesses in the city. Manchester also used the event to show its support for the Football Association (FA) and England’s 2018 World Cup bid.”
Soccerex is part of Manchester’s overall strategy to develop as a major football and sports destination. Each year, the two-day Soccerex European Forum is expected to attract key delegates from around the European and global football community. The Forum will include a large exhibition and seminars by leading industry figures and football legends.
During the visit, Sir Howard Bernstein, chief executive of Manchester City Council, met with senior representatives from the international
To keep up to date with next year’s Soccerex European Forum in Manchester, visit: manchesterworldsport.com
National Football Museum comes to Manchester Manchester is to become the home of the National Football Museum (NFM) after plans were announced to move the attraction from its current base in Preston to Manchester’s Urbis. The building will close in February and re-open as the NFM in summer 2011. It is expected that more than 400,000 visitors will head to the attraction each year. Paul Simpson, managing director of Visit Manchester
“This is great news for the city and for everyone that loves our national game. Football is very much part of Manchester’s DNA and, whilst Preston has been a good home to the NFM since 2001, I’m looking forward to working with them on showcasing the museum’s collection to an even greater number of people. Urbis will make a great home to the NFM and it will be a great addition to our tourism product.”
Visit Manchester increases its online presence
Employee rollcall
Visit Manchester’s online presence has increased in recent months and boasts more interactive content, particularly on social media networks. Internet users can stay up to date with Manchester’s latest developments on Twitter, Facebook, YouTube and collectively via the Visit Manchester blog.
• Martin Bryant, digital content editor • Robyn Caplan, marketing assistant (student placement) • Makeila Ellis, new media and communications assistant (six-month contract) • Debbie Kelly, client services assistant • Shay McGinty, marketing assistant (maternity cover) • Simon Rome, client services assistant • Sophie Safrazyan, research and administration assistant • Nikki Tansey, events assistant Promotions • Victoria Braddock, head of marketing • James Caldwell, national association specialist • Antony Cassidy, international association specialist • Rachel Combie, director of strategic marketing
The increase in activity follows the recent appointment of Martin Bryant as Marketing Manchester’s digital content editor. Martin previously worked for the on-site radio and television station at Whalley Range High School. He is an award-winning blogger with a passion for keeping up with the latest trends and technologies.
Martin Bryant said:
“We’re building towards the launch of a new-look website which will be a lot more interactive and engaging for the user. Whilst this is developed, we hope to engage our audience with additional content wherever possible. The idea is to provide regular updates about what’s happening in Manchester by reacting to others, talking to people and attempting to reflect just how exciting the city really is.” The hub of Visit Manchester’s new rolling content is the Visit Manchester blog: visitmanchester.posterous.com which is regularly updated with images, audio clips, videos, links and news.
Identity Manchester is the quarterly newsletter of Marketing Manchester, the agency charged with promoting Manchester on a national and international stage. Visit Manchester is the tourist board for Greater Manchester and is a division of Marketing Manchester, Send news, views & ideas to: Marketing Manchester, Carver’s Warehouse, 77 Dale Street, Manchester M1 2HG T. 0161 237 1010 E. press@marketingmanchester.com