Manchester Airport has invested £5 million (€6m) in an advertising and social media campaign to boost the international profile of all Northern regions in the UK. The campaign was launched during a visit to the airport by Northern Powerhouse Minister Jake Berry, who was joined by Manchester Airport CEO Andrew Cowan, as they unveiled the collection of Northern Powerhouse images that celebrate the North’s strengths in a range of fields, from sport to natural beauty to its world-class universities and exporting businesses.
Northern Powerhouse Minister Jake Berry said: “We are proud to work hand-in-hand with Manchester Airport to open a new frontier for the Northern Powerhouse. The success of the Manchester-Beijing route, and the new direct flights to Seattle opening up later this year, reinforces our shared vision of having a super-connected global North bringing the Northern Powerhouse to the world and the world to the Northern Powerhouse.”
The airport plans to showcase these success stories to the 27.8 million passengers who pass through its terminals each year.
The campaign, worth an estimated £5 million (€6m) over the course of the next year, will see the airport work with leaders in each of the Northern regions to identify the things that best represent their global strengths. Every month new images and artwork from different areas across the North will be added to new sites across the airport.
As well as being displayed across the airport, the stories will be promoted via a tailor-made social media campaign, both in the UK and around the world.
Manchester Airport CEO Andrew Cowan said: “Manchester Airport has a critical role to play in driving growth across the North by connecting it to the world’s most important markets.
“It is this connectivity that will enable businesses to export their products and services to economies in all corners of the globe, and that will bring tourists, investors and students to our Northern towns and cities.
“As well as providing direct access to more than 210 international destinations, we are always eager to promote the collective strengths of the North to those travelling through the airport, whether that be for business or leisure.
“That is why I am looking forward to working with our colleagues across the North to showcase the things that combine to make this a world-class place to visit and do business with.”
During the coming months, the airport will work with each Northern Powerhouse region to select a series of images relating to that part of the world to go on display.
The first will be revealed during a week of international-themed activity across the North in February.