A new campaign that promotes the safe return of workers to Manchester city centre has been launched, aiming to build confidence and trust, to promote the benefits of being in the urban centre, and to support employers as they transition their workforce back to offices and shared workspaces.
Titled ‘Buzzing to be back’, the campaign is led by Marketing Manchester – the organisation that promotes Greater Manchester to a global audience as a place to visit, meet, invest and study – and has been developed with support of strategic partners from the Greater Manchester Tourism Industry Emergency Response (TIER) group and in alignment with the messaging of the Safely Reopening GM campaign.
The paid digital campaign launches this week and will target Greater Manchester residents with ads across Facebook, LinkedIn, YouTube and Twitter that direct people toworkinmanchester.com where they will find dedicated resources to help with their transition, including travel and wellbeing advice as well as information about what’s on in the city centre that they could tag onto their working day.
The campaign creative, developed by What Media, follows the working day of three unrelated characters, overlaid with distinct ‘living’ animations of Mancunian characters, landmarks, statues, street art and artwork, including illustrations by Manchester artist Stanley Chow, that workers will be familiar with and may have missed.
Sheona Southern, managing director at Marketing Manchester, said: “Office, retail, creative and hospitality workers are the lifeblood of Manchester city centre and cities around the world. During their working week they support our shops, our cafes and restaurants, our pubs and bars, and our galleries, museums, theatre and nightlife. They bring energy and vibrancy to our streets and squares and have a crucial role to play in helping the city’s economy recover after the pandemic.
“We hope this campaign inspires and motivates workers to both feel safe in their city and to be reminded of everything they love when working in it, as well as supporting city centre businesses from all sectors to help employees transition back to the workplace where they are returning.”
