Manchester seeks to piggyback racquet events

Manchester City Council has hired London-based Capitalize to promote next year’s UK squash and badminton championships.

It is the first time the council has drafted in an agency to promote the annual events and the city as a national sporting centre.

Capitalize plans to boost visitor numbers to the city by using the sporting events as a hook.

'The city has got fantastic facilities which were built for the 2002 Commonwealth Games, so it has a good sporting legacy,' said Capitalize group account manager for sports Ben Faber.

The campaign will target a wide range of consumer media, including sports press, long-lead lifestyle magazines, women's weeklies, national newspaper supplements and the listings publications.

'Previously the events were promoted by their respective governing bodies, but this activity focused mostly on sporting press. Now we want to appeal to a wider audience,' added Faber, who reports to Manchester City Council head of sport and events Jim Quigley.

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