Spinningfields Ice Rink
Online Campaign to raise awareness of the Spinningfields Ice Rink
Background
Manchester’s new central business district Spinningfields is ideally located close to the city’s main shopping areas and combines world-class architecture and inviting contemporary public space.
The district’s vitality comes from its exciting mix of offices, retail, restaurants, bars and living space. Spinningfields offers an array of quality eateries including Carluccio’s, Gourmet Burger Kitchen and Strada.
It is the most significant Grade A office development in Manchester and the largest city centre office scheme in the UK. With a total investment of £1.5bn, Spinningfields comprises 427,450 sq m (4,600,000 sq ft) of mixed-use development between the River Irwell and Deansgate.
Spinningfields was named the new home for the 2008 outdoor ice rink in Manchester city centre - an established part of Manchester City Council’s festive programme of events and one of the city’s favourite family-friendly seasonal attractions.
The 600 sq m rink can accommodate up to 200 skaters at any one time and is located in the heart of Spinningfields at Hardman Boulevard.
Objectives:
- To create online awareness of the Spinningfields Ice Rink in the Manchester community
- To create an online community of Christmas skaters at Spinningfields
- To keep regular contact online with those interested in the ice rink
The Campaign: SKV’s objective was to make people aware of The Spinningfields Ice Rink online. By creating a Facebook Spinningfields Ice Rink group, SKV created awareness of events and promotions at the rink and kept members constantly updated.
The group contained Ice Rink details, opening times, prices and contact details. A request was then sent to the SKV team’s own friends, contacts, and Manchester-based Facebook groups.
SKV updated the Ice Rink members daily with news updates and events invitations.
Every press release issued was added to the Facebook group and all photo call images were uploaded to the group images. A link was added to the group which takes you directly to the Spinningfields Ice Rink website, where tickets and skating lessons could be booked. SKV then uploaded a video from the Ice Rink launch on to ‘You Tube’ and placed it on the Facebook group.
The Spinningfields Ice Rink images were also placed on ‘Flickr’. By uploading pictures on to the website we could share Spinningfields Ice Rink Images with Manchester community groups and members online.
A media launch using Hollyoaks soap star Chris Fountain, who has featured on Skating On Ice, attracted widespread media coverage.
Results
Media coverage
Nationals The Times, The Sunday Times, Daily Express, The Knowledge (The Times supplement).
Regionals Manchester Evening News, Wilmslow Express, South Manchester Reporter, Manchester Metro, Rochdale Observer, Trafford Metro, Lancashire Telegraph, Bury Journal.
Magazines Urban Life, Live Manchester, Manchester Living, Living Edge, Primary Times, Mums & Dads Magazine
Online The Times Online, ITV Local Online, City Life Online, Ideasforthe kids.com, All about you Online, Manchester Evening News Online, Wherecanwego.com, Visit Manchester Online, Artslist.org.uk, Escapethehouse.com, Quay Tickets Online
Broadcast ITV Granada, BBC (NW) News & Weather, BBC Radio Manchester, ITV Granada Loose Women, Key 103 Online,Askmum.co.uk, Manchester Confidential, BBC Manchester Online, Allforkids.com, AOL Raisingkids.co.uk, Manchester Lettings Online, Wilmslow Express Online.
Social Media The Facebook group and You Tube video.
By joining the community groups on ‘Flickr’ the images were available to: Manchester UK - 2,437 members; Christmas in Manchester - 54 members; Guess Where, Manchester - 117 members; The University of Manchester - 76 members; 2008 in Manchester and Salford - 124 members; A Greater Manchester - 50 Members.
Due to popular demand the Ice Rinks closing date was extended until the end of January 2008.
