PUBLIC SECT0R: Manchester taps into UEFA finals for PR push

Councils in Greater Manchester are to mount a promotional push around the final of the UEFA Champions League, which takes place in the city next year.

PR and marketing activity will focus on promoting sports and community regeneration potential, mirroring similar efforts during promotion of the Commonwealth Games, which the city hosted in the summer.

Janine Watson, head of press at Manchester City Council, one of three local authorities involved, said: 'This is not just a football match, it means so much more to the city.

'It's early stages at the moment but we are looking at something running over a period of time, not just in the run up to the match, and a campaign that can best reflect regeneration efforts and commitment to sport in the city as was done with the Commonwealth Games.'

Ideas being considered include taking the trophy - which comes to the city a month before the May 28 final at Manchester United's Old Trafford stadium - on a road show around the city.

Details of promotional activity are now being hammered out by Manchester City Council, the two other councils involved - Salford City and Trafford metropolitan borough - Manchester United's communications team and Team Marketing, the Swiss firm hired to handle marketing efforts for UEFA.

A key target group is expected to be retailers and businesses in the area, which will be urged to exploit the promotional potential of the event.

It was worth an estimated £22m for Glasgow, which hosted the event this year. That final also attracted 3,000 media professionals.

Next week (4 December) Team Marketing and UEFA will launch their brand identity for the event in Manchester. Details of the brand logo were being kept under wraps as PR Week went to press.

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