Manchester - China Partnership Working
Andrew Stokes, Chief Executive
Marketing Manchester
Marketing Manchester
 Visit Manchester – tourist board
 3rd visited city in UK
 1.1million international visitors
 £6.6billion to Greater Manchester
economy
 Part funded by Manchester Airport
 Priority international markets:
 China
 North America
 India
 Germany
 Scandinavia
Manchester and China
 Twinned with Wuhan
 Airport City – BCEG deal
 Inward investment activity – China
Roadshow
 Report by Lord Nat Wei
 Manchester China Forum
 14,000+ Chinese visitors (IPS
2012)
 China Visitor Economy Forum
 Manchester gateway to the North
of England
 3,000 Chinese students
Partnership Approach
 Active in China since 2005
 Manchester Airport
 Strategic partnerships with MCFC and MUFC
 Chinatown Taskforce & Community Group
Partnership Approach
 Airline campaign activity; Etihad Airways
 VisitBritain partnership, travel trade activity/media –
GREAT China Welcome Charter
 Regional marketing group
 Manchester China Forum & China Visitor Economy Forum
China Visitor Economy Forum
Retail Seminar, 9 April
 Global Blue and Union Pay
Manchester Airport
 Customer journey, signage,
facilities
 Tailored F&B and retail
offering
Chinese New Year
 Building on success of 2014
 Developing CNY 2015 and
beyond
Marketing Activity
Travel Trade

Manchester Calling Travel Trade Workshop, November 2013

Sales missions/on-territory engagement
Consumer

Tax free shopping guide, 5,000 copies translated in Chinese

Etihad Airways joint campaign

Media – press visits/on-territory engagement
Targeting China
Manchester

Translated collateral

Chinese speaking guide

New website
Manchester City Football Club

9million Chinese followers – social media

Mandarin speaking staff/tours

Pre-season tour Beijing
Selfridges, Manchester

65 Mandarin & Cantonese speaking staff

Stores guides and website

Online shopping available in China
Manchester United Football Club

Collateral & website

Mandarin tours/guide

On-territory activity – pre-season tours