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Manchester at MIPIM 2017

Marketing Manchester

When it comes to big industry conferences, standing out from the crowd can be a challenge. There’s a lot of competition from people all trying to make their voices heard.

And that was certainly true at this year’s MIPIM. This world-leading international property event, held annually in Cannes, attracts the industry’s most influential players. It’s the perfect platform to spread the message about Manchester’s rapid growth and investment opportunities, and to discuss topical issues like Brexit and the Northern Powerhouse.

Manchester has attended MIPIM for the last 18 years, but this one was different - this was the city’s most ambitious display yet. Not only did they send one of the event’s largest delegations - 112 companies and 250 delegates - the city occupied a bigger space than ever before. The Manchester Pavilion contained a stage, an exhibition space, a beachside terrace and the much-loved Manchester Café. Our role was to create all the digital content on display to promote the city and its sponsors.

Occupying this bigger space put Manchester up there with cities like Paris and London. This prominent spot meant that the event’s 25,000 attendees would be watching closely. So it was vital that Manchester’s stand felt cohesive, on brand and engaging.

Once again, we were brought on board to make it happen.

It all starts in Manchester

To bring Manchester’s stand to life, we created an evocative film, which was premiered at the Grand Hall at the Palais des Festivals. We set out to show the breadth of what Manchester has to offer and capture the spirit and diversity of the city, from its creative and scientific communities to its sport, tourism, heritage and nightlife. The film embodied the city’s energy and passion, showing what a vibrant place it is to live, work and play. We also collaborated with local band Modern Family Unit for the bespoke soundtrack, which channelled the spirit of Manchester’s music scene.

A brand package

But a strong brand is made up of more than a single film. The Manchester Pavilion had 33 screens, all designed to set the scene for visitors. These screens informed and inspired delegates across the three days with a carefully choreographed programme of content, created and organised by us. This included infographics, bumpers, ambient stings, animated itineraries and information about the talks and debates taking place each day. Working closely with the audio-visual team, it was a real feat of creative and technical co-ordination.

Making an impact

The content on these screens helped the stand feel consistently ‘on brand’ and gave visitors plenty to talk about. And thanks to the creative and cohesive way the city communicated with visitors, it really stood out from the crowd.

"The reaction to the film has been remarkable, we can confidently share this film as it says all we want to say in an exciting and inspiring promo. The Neighbourhood have been an instrumental creative content partner for Manchester at MIPIM for two years now and have once again demonstrated they understand Manchester and what we are all about, growth and development."

Sheona Southern

MD, Marketing Manchester