Public Sector: Salford strives to end 'Corrie' link

Salford City Council is overhauling the image of the region after research showed it was associated with TV soap Coronation Street and a high crime rate.

The results of the council poll among Manchester residents spurred the authority to tackle what it sees as public misconceptions.

'Some people think Coronation Street is good for Salford because it keeps the North-West in the public eye, but other people think it is unrealistic and patronising,' said Salford public relations officer Ian Andrew.

The £200,000 campaign will highlight Salford's proximity to Manchester, targeting national newspapers and trade and consumer lifestyle press.

Advertising from the end of June will run in trade titles and on billboards in London; posters may also go up in Manchester Airport.

CheethamBellJWT has been hired for the advertising campaign, which will position Salford as a 'radical city', according to agency chief executive David Bell.

Salford corporate marketing manager Sue Hill is overseeing the promotional activity.

The association with Coronation Street can be traced back to resident Tony Warren, who wrote the scripts for the first ten episodes in 1963.

The famous terraced rooftops that appear during the credits were filmed in Salford.

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