Manchester is an exceptional event destination in the UK, which has held events such as International and European Associations Congress/ Conventions, Manchester World of Sport, and the Festival month in October. This has enhanced tourism market in Manchester and the city’s cutback as a destination. Manchester uses events as instruments to create an outstanding destination proposition, while building on their comparative advantages (Northwest Development Agency 2009). The Manchester event marketers initiate meaningful conversation, at the right time, with many potential visitors to their destination through Marketing Manchester.
Marketing Manchester leads the City’s Creative Tourist, which is a pathfinder initiative where the City’s museums and galleries have collaborated to develop the offer, and to communicate with culturally active tourism markets across the UK and overseas (Tassiopoulos 2006).
Additionally, Marketing Manchester actively partakes in supporting Chetham’s School of Music in the development of part of the site as a tourist attraction alongside Manchester Cathedral. It also collaborates with the National Football Museum in upgrading the marketing strategy in the lead-in to the opening, and with MOSI, which is significant in the industrial heritage story (Visit Manchester).
Marketing Manchester focuses on the tourist financial strategic control, promotion, digital content media, commercial tourism, and the growth of its financial activities. It worked with the MVIC to redevelop its tourism website completely. The website was developed so that it becomes content generated and able to reflect the people’s opinions regarding Manchester (VisitBritain 2006).
As a practical Destination Marketing Organization, the Marketing Manchester works with Manchester Airport, in the promotion of the City’s services internationally.