The response was categorical, and at a city region scale (not city central). Original Modern.
Post-2002 (when Manchester revealed its ability to stage massive events – the Commonwealth Games), the process really took root. An Advisory Committee followed, then a City Creative Champion took the lead. Peter Saville (Factory Records designer 25 years earlier) came in as a catalysing provocateur – wanting to “plug it into the mains” and gave permission to the city to think big, new and differently.
Peter distilled it to the pure working concept of Original Modern.
The emerging place brand values acted as brand filter criteria and call-to-action statements; always forward facing – across all sectors. Tourism was lower in mix – in part as the city lacked a flagship tourism / culture offer at the time. Innovation can mean different things for different people, so as a city that word was not used. Words that fitted better for Manchester included: progressive, challenge convention, make a contribution, think global. No-one can be all of these, but it set a challenge to work through these, whether big or small, to be Original Modern.
Case-making for Manchester City Council’s initial £2m investment in the inaugural Manchester International Festival
Manchester International Festival supports economic growth by substantially raising the city’s profile, drawing in national and international visitors. The economic impact of the Festival grew to £50.2million in 2019.
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