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Manchester City Council looking for agency to brand Wythenshawe | Print |  Email to a friend
Tuesday, 23 October 2007
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It appears as if Manchester City Council is joining forces with local housing trusts, property developers and Manchester Airport to try and create a ‘brand strategy’ for the oft-maligned area of Wythenshawe.

Wythenshawe is usually seen as the poor relation to neighbours like Altrincham, Hale, Bowdon and Cheadle and, in the past at least, has been rife with social problems stemming in part from the decline of local manufacturing industries.

The district’s malaise was highlighted to shameful effect when the Index of Multiple Deprivation 2000 ranked the Benchill ward poorest in the country. In the same index four years later almost half of  Wythenshawe’s residents fell into the poorest 5% of communities in England.

According to an invitation to tender seen by How-Do, a survey conducted by postgraduates from Manchester University has played a key part in convincing the council that something has to be done to alter these now ingrained negative perceptions.

The research imparted that external audiences consistently mention perceived problems of crime and the term ‘run down’, while a third of those interviewed could not name one positive aspect about Wythenshawe at all.

The tender goes on to discuss that such beliefs are out of step with the regeneration work and investment that has flooded into the area, capped off by the £130m transformation of the town centre (which, unfortunately, the same document then goes on to refer to as the £130 transformation – something interested consultancies are advised not to focus on).

Broadly speaking the aim of the Council and its partners is to create a brand that will communicate to external audiences the changes that have occurred in the area, while engaging with residents and bolstering their sense of pride in Wythenshawe.

This is to work in tandem with the desire to position the settlement as ‘Manchester’s Garden City’ – a vision that falls in with the Strategic Regeneration Framework published in 2005.

Agencies that feel they can rise to the challenges of the brief face an application cut off date of 6th November and a budget of £30,000.

http://www.manchester.gov.uk/

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  Comments (2)
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 1 By Jade'd, on 25-10-2007 13:25
Is this the best way to improve the quality of life of the people in Wythenshawe? I seriously doubt it. 
 
I mean no offence to the area and residents, but this is simply sweeping problems under the carpet. 'You can't polish sh**', but if you're the council you can spend 30k trying to gift wrap it. 
 
I ask you...
 2 By Matt, on 26-10-2007 12:29
Don't be ridiculous. If they get the brand right, it will help attract more people to live and work in Wythenshawe, which will bring in more spending power and investment, which will create jobs. Good things are already happening in Wythenshawe - this builds on them.

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