Code Computerlove Creates Major Campaign for its Hometown of Manchester
Code is the lead creative agency for the Manchester Day initiative being organised by Manchester City Council, made in Manchester by Manchester people and event specialists Walk The Plank. The team will also work closely with the City Council’s in-house design team M4.
Taking place on 20 June 2010, the centre piece of the celebrations will be the Manchester Day Parade, creating a carnival atmosphere throughout the city centre. The event’s theme is Out Of This World, offering residents the chance to showcase the things that make their city out of this world. Open to everyone, the Manchester Day Parade gives residents the chance to celebrate what is fantastic about the city past and present, its heroes and its uniqueness.
Details of the integrated marketing campaign are still being finalised, but it is likely to include press, direct mail, online, outdoor, and ambient and gorilla marketing activity, plus a creative viral campaign. Code is responsible for the creative direction and will roll out campaign elements from now until the event.
John Lander, group creative director at Code Computerlove, said: “The Manchester Day Parade is all about capturing the imaginations of people from every corner of the city, who will join together with their thoughts, ideas and interpretations of what Manchester means to them and why it is a great place to live. It will celebrate the city, its people, its cultural diversity, its history and its vision for the future.
“As this is a new event for Manchester, the creative challenge for us was in giving the public a taste of the kind of extraordinary installation that the parade will be.
“Our Ideables, as we have christened them, are a visual representation of the ideas and world-class creativity that can be found within the colourful and diverse people of Manchester.
“Their colour, their quirkiness and charm is designed to heighten awareness levels and generate buzz before, during and after the event.
He added: “As well as providing us with an engaging and recognisable launch vehicle that helps us to bring the future parade to life, we can use these characters in a limitless number of ways, in every form of media and at each and every stage of the customer journey.”
Involving community groups, creative professionals and individuals, there will be floats, music, dance, costumes and larger-than-life characters which promise to be "out of this world."
Councillor Mike Amesbury, Manchester City Council's executive member for culture and leisure said, "We wanted to create an event that not only celebrates the city but which also involves the very people who make it such a great place - the people who live and work here. I know that Mancunians will step forward with their can-do attitude and help make Manchester Day a real success."
Councillor Pat Karney, city centre spokesperson and chair of the Manchester Day Parade steering group said: "This is a first in the UK and will touch all corners of Manchester. It's our chance to showcase, to the rest of the world, what's great about our city."
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