Manchester in civil service drive

Manchester Investment and Development Agency Service (Midas), the publicly funded body charged with boosting investment into Greater Manchester, has embarked on a PR offensive to encourage civil servants to relocate to the city.

Midas is using a combination of media relations, events and lobbying of relevant government departments to try to communicate Manchester’s merits.

The move follows the Treasury’s July spending review, which recommended cost savings by relocating up to 20,000 civil servants around the regions.

The drive is being led by Midas marketing manager Shaline Ranat, supported by PR and research executive Ruth Ashworth, business development executive Suzanne Blackledge and Exacta Marketing Communications account director Zoe Ensor.

The media relations strategy involves promoting stories about organisations – such as the Home Office Immigration and Nationality Directorate – and individuals who have moved to

Manchester into the local, regional and national print media.

The government-focused effort began last month by sending information packs to departments that already have offices in Manchester, such as HM Customs and Excise and the Department for Work and Pensions.

These include information on the cost of living, housing and transport links.

Explaining why the organisation was targeting departments already in Manchester, Ranat told PRWeek: ‘Government guidance is pointing [departments] to areas where they have a footprint, so it makes sense for government to increase that Manchester presence by locating more people and functions here.’

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