Salford City Council
Home is on your high street
Background
Salford City Council is the local authority for the City of Salford, a metropolitan borough with city status in Greater Manchester, England.
Brief
Post-lockdown, Salford City Council needed a campaign that would encourage residents to return to local high streets and support businesses while showcasing the unique character and vibrant community spirit of Salford.
We knew that everyone involved in the campaign and the local community - residents, employers, and regular visitors to the area - feel a tremendous attachment to Salford, so we drew on that affection. This was not a safety campaign, so we made ‘Welcome Home’ our central platform, reminding people that Home is the place that we fill with our memories, creating new and looking back on old.
Using the City’s magenta palette and the #SalfordHighStreets hashtag, we linked the campaign to existing Salford brands and featured real Salford residents and businesses to ensure diverse representation to reflect the vibrant Salford community. The campaign’s central line, ‘Home is on your high street’ tied all the elements together. The result was a 54% increase in high-street footfall, with 245,374 visitors to 10 tracked locations, compared to 158,000 the previous year.
Solution
Testimonial
"We’ve had a great response from local businesses, who have been so pleased this campaign has been in place to raise awareness of the high-street offer and encourage people to rediscover local high streets. We’ve seen real pride from businesses being on our high-streets and from the public who are keen to support local, independent businesses.”
Dan Stribling - Communications Manager, Salford Council.
