The campaign is the first to be launched by a newly created marketing group, made up of a raft of local organisations including the council and the North West Development Agency.
According to Salford PRO Natalie Lewis, the campaign, which is set for a launch early next year, will focus on three key themes: the city’s proximity to Manchester, its canal network and its Victorian heritage.
Lewis said: ‘The city has a pioneering role in urban living solutions – it was the first to have a public library, had the first public park, the first street to be lit by gas and the first municipal bus service.’
Further details of the campaign are to be hammered out at this month’s first meeting of the forum, which is led by council marcoms head Simon Malcolm.
Lewis added that other partners are set to be brought in for specific elements of the campaign, such as British Waterways for a push to promote regeneration of the Manchester- Bolton-Bury canal.
Malcolm joined Salford in October last year, charged with developing a campaign to rid the city of its ‘poor’ image (PRWeek, 3 October 2003).