Bee in the City Manchester

Sundae had the the honour of delivering the intensive year-long press campaign for the Bee in the City art trail. Over 100 sculptures were display throughout our city for nine weeks from July to September 2018 for Mancunians and visitors to enjoy whilst taking in the city’s landmarks, cultural gems and areas they may not have explored before.

Each super-sized Bee sculpture was decorated with its own unique design – created by regional, professional, emerging and amateur artists – making an unforgettably stunning spectacle when the trail went live.

Beginning with the initial launch event to drive sponsorship for the trail from the local and regional business community, Sundae worked closely with the team at Wild in Art and Bee in the City to showcase the importance of art, and communicate the value of building relationships between creativity and business, whilst also ensuring that the Lord Mayor’s We Love MCR charity was represented as the beneficiary of the money raised.

The announcement was a huge success, setting the tone for the campaign, with a live segment on Granada Reports, and features on BBC North West Tonight, BBC Radio Manchester, the Manchester Evening News, BBC News and many more.

We delivered a multi-layered campaign, going above and beyond to ensure the trail hit the headlines, including approaching Liam Gallagher to collaborate with artist Julie Dodd, creating the ROCK N ROLL Bee with his own design, and even taking it to Parklife so he could personally add the finishing touches.

Other celebrity support came from the Coronation Street Cast, Sting (of course), the MUFC team, Rowetta, Bez and Team GB.

When the phenomenally successful trail launched, we worked with travel, family and news outlets to drive awareness and footfall, encouraging visitors to the city and residents to rediscover their home town. Key messages throughout were the importance of social health and well-being, the Learning programme and the positive impact the project had on Manchester.

The campaign delivered over 200 pieces of coverage across print, digital and broadcast with an overall reach surpassing 1.2 billion opportunities to see, whilst the auction itself raised over £1.1 million for the charity.

National coverage highlights including a segment on Channel 4 News, a photo story in The Guardian, design coverage in Creative Boom and Design Week, travel coverage in The Times and the Sunday Mirror, Families Online, BBC News Online, ITV News, NME and coverage for the auction on the Mail Online.

There was also huge support from the Manchester press, including a media partnership with the Manchester Evening News, leading to three front covers, Manchester’s Finest, Creative Tourist, Prolific North, BBC North West Tonight, Granada Reports, BBC Radio Manchester, Hits radio, Key 103 and Heart North West.

At Sundae, we were all delighted to be part of this magnificent project, and even commissioned our own Summer Sundae Bee from the amazing Lei-Mai LeMaow, which landed a sweet spot outside the Mackie Mayor for the summer months.

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The auction raised over £1.1 million for the Lord Mayor's We Love MCR charity.