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‘The Hacienda Auction,’ Greater Manchester
Community Foundation and Crosby Homes (North West)
Gold winner NW IPR Awards 2001, Best Charity Campaign |
INTRODUCTION:
Greater Manchester Community Foundation is a charity
which distributes funds to projects working with disadvantaged
young people in deprived areas of Greater Manchester.
Crosby Homes were demolishing the
world-famous Hacienda nightclub in Manchester city centre
to make way for loft apartments.
The agency brought Crosby Homes
and GMCF together for a charity initiative.
Results
Announcement
Covered by Manchester Evening News, Manchester Metro
News, Granada TV and BBC North West Tonight. Followed
by The Guardian, Radio 1, Radio 5 Live, BBC Breakfast
News, Channel 4 News and CNN worldwide.
Demolition
Photo-opportunity attended by 13 broadcast and print
media organizations.
Auction
25th November 2000 made press, radio and TV across the
North West and nationwide - including Radio 5 Live,
Radio 1, Mail on Sunday, Granada Tonight, page lead
Manchester Evening News.
Coverage
- Media Evaluation including hits on the website
equates to total advertising value equivalent of
£1,013,562.
- The dedicated website received 176,000 hits over
three months.
- 700 people attended the auction and paid £22,000
for auction items. The money was donated by
Crosby Homes (North West) to the Greater
Manchester Community Foundation.
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