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Manchester
Takes Manhattan, for MIDAS
Corporate & Financial PR Gold award winner –
NW CIPR Awards 2006 |
Background:
Manchester is competing with every European city keen
to attract the attention of US site selectors scouting
for corporate America.
In Summer 2005, following the Bank
of New York’s (BONY) announcement to open a European
Call Centre in Manchester, MIDAS approached SKV to devise
a solid PR strategy targeting both UK financial and
professional titles, and US-based corporate relocation
media.
Objectives
- To raise the profile of Manchester among US corporate
site selectors
- To increase awareness of Manchester as the UK’s
second business city, an alternative to London and
other global business locations
- To raise awareness of Manchester’s burgeoning
financial and professional community among UK-based
trade media
Planning and Research
MIDAS arranged a Manchester financial and professional
sector delegation to visit New York in November to meet
counterparts from US organisations.
SKV advised the client to turn
the trip into a media event, presenting the visit as
further evidence of Manchester’s increased global
stature.
SKV advised the client to focus
on the arrival of The Bank Of New York in Manchester,
as a powerful hook to entice journalists from both countries
to attend the seminars and report on Manchester’s
growth.
UK corporate trade press were judged
crucial as they play a critical role in informing opinion
here which is monitored by site selectors in the US.
Cuttings generated in UK media would also be used by
MIDAS in compiling info. packs for US site selectors.
Highlights
- Allowing journalists to host roundtable discussions
gave them active emotional and intellectual involvement,
resulting in extensive, detailed coverage, and return
trips to Manchester by FDI and Site Selection editors.
- All target media reported key messages with four
titles, Site Selection, FDI, Accountancy and Mcr Evening
News, mentioning the visit on their front page.
- BoNY's decision to establish its new securities
servicing facility in Manchester has demonstrated
that Manchester has the business credentials required
to attract major international financial services
institutions, particularly those looking for a viable
alternative to London and the South East.
Coverage
- MEN - 08th November 05
- Egi Online - 08th November 05
- MEN (1st) - 09th November 05
- MEN (2nd) - 09th November 05
- MEN – 11th November 05
- Property Week – 11th November 05
- Manchester Online – 11th November 05
- MEN – 14th November 05
- Accountancy Magazine – December 05
- 53 Degrees
- Insider
- Foreign Direct investment Magazine
- Site Selection
- Institutional Investor
- Wall Street Reporter
Launch
Activity
- Managed photo call with over 30 photographers
- Coordinated ITN News, SKY News and BBC Radio 5
Live interviews
- Managed press briefing and arranged one-to-one
interviews with Kerry Katona; the two founders; the
case study and the Pink Ladies London area franchise
owners
SKV ensured news traction for the story was secured
with arresting and striking figures and statements
eg
‘It is a scandal that at least 10 women a month
in London are being attacked in an unlicensed mini-cab
and many more go unreported.’
Journalists in attendance US
- Claudia Deutsch, New York Times, Business Reporter
- Jack Marks, Wall Street Reporter
- Matthias Rieker, Reporter, American Banker Magazine
- John McCurry, Editor, Site Selection Magazine
- Rupal Parekh, Journalist, Business Insurance magazine
- Sheila Jones, New York Correspondent, Financial
Times International
- Keir Ashton, Reporter/Analyst, Bloomberg
- Lisa Maclellan, Reporter, Institutional Investor
magazine
- Courtney Fingar, Editor, FT’s Foreign Direct
Investment Magazine
Journalists in attendance UK
- Lesley Bolton, Accountancy Magazine
- Harry Mount, New York Correspondent, Daily Telegraph
- Katherine Griffiths, New York Correspondent, The
Independent
- Chris Barry, Deputy Editor, Manchester Evening
News
- Paul Unger, Property Week and Insider
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