Creative Tourist is Manchester’s multi-award
Who publishes Creative Tourist?
winning online arts magazine. It publishes features, interviews, news and vodcasts with
Although the site operates as an independent
the UK’s best-known writers and artists.
magazine, Creative Tourist is published by Manchester Museums Consortium (MMC), nine
Three times a year, it publishes its insider
museums and galleries that have a shared
guides to Manchester – uncovering the
vision: to stage intelligent, thought-provoking
galleries, museums, shops, bars, events and
and outward looking events; and to celebrate
nights out that appeal to, regional, national and
the city in which they live and work.
international cultural consumers. The site is supported by the Northwest Creative Tourist innovates across the cultural
Regional Development Agency and
sector. Most recently it coordinated The
Renaissance North West, and is supported by
Manchester Weekender pulling together the
Visit Manchester. It is designed to raise the
city’s museums, galleries and festival
profile of Manchester and to drive cultural
programmes into an unmissable 48 hours of
tourism.
cultural activity as a marketing and PR showcase for the whole autumn season.
Who reads Creative Tourist?
At the same time it launched an i-app aimed at helping cultural tourists get the most from their
Although we have a loyal local following, 80%
visit to the city.
of our readers are from outside the Northwest, with many from outside the UK. So although
‘Don’t get us wrong, London is a great city, but read creativetourist.com to see why you should look to the North – Manchester’ @hostel, London
the magazine is about Manchester, it isn’t a local or parochial publication: it speaks to an international reader and reflects on national and international arts news.
‘Manchester is home to a wide array of
‘Checking out Manchester UK’s
brilliant historical sights, impressive
exemplary local culture guide – if only
museums, a vibrant cultural scene and
more cities did it this well’ @ArtWorldMag
a pumping nightlife – the city’s energy is absolutely infectious. I recommend spending at least three full days to see the sights and to get a feel of the city.’ Velvet Escape travel blog/Lonely Planet
Bloggers frequently write about how we have changed their minds about Manchester – exhorting their readers to visit and we have coordinated a number of blogger-fam trips that have brought extensive social networking coverage.
How is Creative Tourist promoted?
We have over 3,000 followers on Twitter, many of which are extremely influential. Tate, for
The site is promoted via SEO, pay-per-click,
example, has over 60,000 followers yet only
PR and media relations, social media, print
follows around 650 people – we are one of
advertising, email and banner ads. Regular
them.
showcases, competitions and top 25 lists keep the site fresh and extend its appeal into new markets.
Does Creative Tourist work?
‘But a family weekend break in Manchester? Why? Would be my first response. All they have is a big
The site averages 25,000 unique users per month, with high dwell times and low bounce rates. 80% of our readers are from outside the Northwest – exactly the audience we hoped to reach.
shopping centre and a famous football team. Well, it just shows how little I know. Manchester was a revelation.’ ‘Who’s the Mummy?’, Top 100 UK parenting blogs
We have won two digital industry awards.
Surveys of users and those not using the site
Future Ambitions
show that 40% say it changed their perceptions of Manchester. 11% say they planned to visit
Creative Tourist is ready to build on its success
as a direct result.
and help create a joined up culture brand for Manchester, in partnership with cultural
Creative Tourist has been covered in The
organisations, tourism agents, hotels, travel
Guardian and The Telegraph. We were on the
providers and the wider visitor service sector.
front page of the Lonely Planet website.
It has all the right ingredients to create an
Lastminute.com lists Creative Tourist high in
enterprising and commercially focussed on-line
the top 50 blogs they rate. The Manchester
marketing presence, supporting digital
Weekender promotion was in Visit Britain’s top
marketing campaigns and helping deliver the
10 for Autumn 2010.
city’s cultural ambitions.