Manchester: A Unified Voice Driving Inward Investment

By the time the polling stations close on 2nd May, more than half the UK’s population will be represented by an elected metro mayor. While three newly-designated local authorities take to the polls for the first time, Greater Manchester – the poster-child for devolution – is celebrating the 10th anniversary of its historic deal. In that time Manchester has established a clear brand and the effect of the city’s unique, united voice is clear. Manchester is greater than the sum of its parts.

Andy Burnham’s achievements during his tenure as Mayor of Greater Manchester Combined Authority are borne from advocacy, unity and execution of brand. Burnham has authentically represented “Manchester” on a local, regional and international stage. His tenure is an example to the other (soon-to-be) 11 other combined authorities on the importance of an identifiable figurehead and advocate for the region.

As a combined authority of ten boroughs, the power of Greater Manchester is greater than the sum of its parts. As an entity, it has the potential to go beyond the reach of any one borough to position “Manchester” as an international powerhouse.

ING’s recent research Greater Manchester and the Power of Networks, which analysed the city’s online digital mentions including news and social media, found 32 million pieces of digital output from the City of Manchester. This figure increased 25% (40.3 million) when incorporating conversations from across the city region.

The region is perhaps its own greatest advocate. When reviewing online conversations about Manchester, 65% of that digital output comes from the City of Manchester, with the remaining 35% traced to the further nine boroughs.

Together, there’s opportunity to unite with a unified, stronger, voice.

But what are they talking about? Well, the future of Manchester’s built environment is, a crucial talking point for Mancunians. The research reveals that almost one in five conversations (19%) across Greater Manchester’s ten boroughs are about regeneration and urban renewal.  A significant figure when comparing against other top mentions, like local news (46%) and local politics (19%).

The research also reveals how Greater Manchester's digital conversations support its position as an investible city. The region takes a lead on generating content in several areas when pitted-against the national average, including technology (15.7% of conversations from Greater Manchester compared to the national average of 13.1%) and talent (17.6% compared to 15.4% nationally.

Despite this, the region trails the UK as a whole in conversations generated about business and investment. Currently only a fifth (21.7%) of conversations in Greater Manchester are about this topic, with the national average standing at 26.0%. That said, Greater Manchester has increased its conversations around business and investment by 3.2% over the past year.

What does this all mean in the context of the mayoral vote? Our analysis revealed that that Greater Manchester, as a combined region, has a powerful brand and an influential voice – which it uses successfully it to talk about itself. Voters can identity with Manchester’s pride of place.

Cutting through the noise of 40 million online conversations is important. Key messaging from the Greater Manchester “Good Lives for All” Strategy [2021–2031] around innovation, sustainability and skills is resonating in local conversations.

It’s clear that working in partnership with the ten boroughs that make up the region pays dividends. Greater Manchester is greater than the sum of its parts. A unified voice enables Manchester to own its own narrative, inserting itself at the top table as cities continue to compete for inward investment.

So – as voters go to the polls ten years on from that critical devolution deal - it’s worth recognising the strength of Brand Manchester. It’s an exemplar of devolution in practice and a template for communications-led place activation. It’s no coincidence that the four European cities that are most discussed from an investment perspective are Paris, London, Barcelona… and Manchester.

Lauren Teague
Account Director