Gelato in July
Since April 2008, we have held the PR account for ISIS’ Leeds scheme Granary Wharf and, since April 2009, we also have held the account for their Manchester development, Islington Wharf for which we manage all media relations.
Launching a new scheme is easy – the media and public are attracted to new buildings and places – maintaining momentum and interest 2-3 years on is harder. With a view to raising awareness of Islington Wharf and driving footfall into the area, we devised and managed several events, specifically designed to further enhance the reputation and raise the media profile of the scheme.
In 2010 – in less than a month – we created the first Gelato in July, an ice cream festival which celebrates the Italian heritage of the area, Ancoats.
Working with local historian Tony Rea, whose family made ice cream locally in the 1930s, we developed a multi faceted event for prospective and existing residents, prospective commercial tenants, locals and passers by. The Rea family ice cream van was accompanied by traditional live music, an exhibition of original photographs and ice cream paraphernalia and a fascinating slideshow and talk from Tony. Fresh coffee and Italian deli food also went down very well.
The event was a great success with over 500 people attending throughout the day, many visiting Islington Wharf for the first time. Several hot sales leads were generated which resulted in a record number of sales for the month, the best performing month in 2010. The event generated regional media coverage across print and online, including the front page of the North East Manchester Advertiser and featured in CityCo’s summer promotion of Manchester city centre.
We created a bigger Gelato in July for 2011 with even more ice cream and 1,400 people enjoying an afternoon at Islington Wharf.
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