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Marketing Industry News

Salford shoppers urged to shop local in £230,000 marketing drive


Local ad agency Buy Me Media's high visibility campaign urges residents to shop local as Salford high streets recover from the pandemic. The multi-media initiative aims to restore residents ownership of town centres to boost local trade and reduce unemployment.

Salford shoppers urged to shop local in £230,000 marketing drive


"The opportunity to have a positive impact on the fortunes of people and a place close to my heart and remind them they can make a difference by shopping local was something I didn't want to miss. "
Salford-born owner of Buy Me Media, Mike Cleary



Greater Manchester advertising agency Buy Me Media has unveiled a bold multi-media campaign to revive Salford’s high streets and encourage shoppers back into town centres.

Its vibrant ‘Home is on Your High Street’ initiative was launched last week across Salford to harness the city’s strong sense of community around supporting local traders hit by the pandemic.

Backed by a £230,000 ERDF grant obtained by Salford City Council it combines high visibility out-of-home advertising, with geo-targeted digital ads on shoppers’ mobile phones and regular community radio ads.

The vibrant campaign will be emblazoned on 30 buses travelling local routes, 90 bus shelters, 30 billboards, 45 phone kiosks, 45 high street lampposts, eight leisure centres and four black cabs in the city.

Artwork features the faces of everyday traders in picture frames and encourages Salford shoppers to adopt the campaign’s #SalfordHighStreets hashtag.

The ‘Home is on Your High Street’ message will reach residents of Langworthy, Eccles, Monton, Pendleton, Higher Broughton, Irlam and Cadishead, Swinton, Walkden, Pendlebury and Little Hulton from mid-December to the end of March.

Salford-born owner of Buy Me Media, Mike Cleary said:Buy Me Media submitted a highly competitive pitch to win the tender from Salford City Council, because I am passionate about protecting the future of my home city and the people who live there.

“We worked in partnership with award-winning creative agency Whistlejacket to create and coordinate a compelling advertising campaign that will reach the hearts of local people and increase their sense of emotional attachment to the places where they live.

“We hope that it fosters greater senses of emotional and financial investment in local community, which will in turn bear fruit for Salford’s many traders, their staff and residents who have felt the pinch of the pandemic as hard as any across the UK.”

Salford City Councillor David Lancaster, who is Lead Member for Environment, Neighbourhoods and Community Safety, added: “We’re committed to supporting local businesses across communities throughout the city.

“This funding from the Welcome Back Fund and European Regional Development Fund enables us to roll out this fantastic, visual campaign that we hope will invigorate our high streets once again.

“The aim is to encourage locals and visitors alike to rediscover everything Salford high streets have to offer, whether that’s picking up fresh, local produce, finding a perfect gift, or simply enjoying a meal out with friends, our high streets have it all.”        

Graphic design for the campaign was completed by Richard Morris of creative agency Whistlejacket.

He said: “We recognise that people in Salford do still feel nervous about going out, about using services. They need reassurance when making secure choices about where to shop and visit, and where can be considered safer than home.

“That is why the campaign revolves around a central premise that doesn’t so much welcome people back to Salford, but home to Salford.

“Home is the place that we fill with our memories, where we create new ones and look back at old ones. For those reasons, the high streets of Salford are just as much their home.”

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