Winner 2010: Manchester Museums Consortium and Visit Manchester with Creative Tourist
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The judges said
"In a category often dominated by agency-led campaigns to promote big-budget consumer brands, the judges felt that the winner of this category had clearly demonstrated how intelligent and cost-effective use of on-line media could significantly strengthen and develop a brand’s position, even in a highly competitive online sector."
Entrant’s description
Creative Tourist was developed by Manchester Museums Consortium, a group of nine separate museums and galleries that share a collective vision; to stage intelligent, thought-provoking and outward looking exhibitions and events that showcase the cultural credentials of Manchester in a national and international arena. It is the digital delivery tool for a strategic communications strategy that aims to enhance Manchester’s image as a culturally credible city, impress key influencers, increase visitors (especially of the high spending kind), drive tourism and support the sustainability of both the museums and galleries sector and tourism businesses.
Shortlist 2010
- IAS b2b Marketing with Beat the Wolf
- Manchester Museums Consortium & Visit Manchester with Creative Tourist
- Mando Group with United Utilities Rebrand
- Xentum Ltd with X marks the spot
Judging Criteria
An entry in this category must include a significant use of on-line media to develop or build a brand. Entrants should demonstrate the effectiveness of the on-line presence in strengthening the brand and its values.
Closing date for this award was 8 March 2010
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