Aviva Studios represents the largest UK investment in the arts since the Tate Modern in 2000 thanks to initial HM Government investment and backing from Manchester City Council and Arts Council England. Designed by Ellen van Loon of the world-leading practice Office for Metropolitan Architecture (OMA), it is the home of Factory International - the organisation behind the world-renowned Manchester International Festival. Its development has been led by Manchester City Council.
We were engaged to help shape a commercial narrative, with a clear objective to attract a naming rights partner for the venue. Commercial revenue is also vital to sustaining Factory International's year-round programme of arts, music and culture, as well as realising its commitment to impact that stretches far beyond the stage.
We carried out a programme of consultancy with key stakeholders from across the organisation - allowing us to deliver a compelling commercial narrative built around areas where they could 'win' and stand out in a highly competitive sponsorship market.
We positioned the venue as a platform for making a lasting difference - and in turn invited like-minded organisations to join us in doing so. We focused on themes we could own that potential partners would care about - like diversity, community, sustainability and the future of the arts.
We created a sales toolkit with hard-hitting collateral, alongside a brand awareness activity through a commercial lens and targeted digital marketing to drive lead generation.
In June 2023 Aviva signed an historic multi-million pound deal to become the venue naming rights partner - one of the most significant artistic sponsorship investments ever achieved in the UK.
Sir Howard Bernstein is Chair of the Factory Trust Board. He said: "I’ve found MC2 to be a strategic and passionate partner. “
“They are unafraid to challenge established thinking, whilst aligning stakeholders with different views around common goals and a shared purpose. “
“I would recommend them to any ambitious organisation looking for strategic communications consultancy.”