The Manchester Central Library's 'Reborn' communications campaign showcased its extensive facilities after a four-year transformation project with a limited budget. The campaign achieved significant engagement, including 300,000 visits and a 50% increase in Twitter engagement, leading to various metrics of success such as new memberships and merchandise sales. A recent residency features the band Everything Everything, marking a groundbreaking event for libraries in Europe with a diverse week of curated events.

1. Winner of a Bronze award
Manchester Central Library
Reborn

2. Manchester Central Library - Reborn
A communications campaign following a four year transformation project
aimed at showing the broad range of facilities on offer to a wide range of
audiences
A small budget was allocation for a large campaign that aimed for maximum
exposure
The campaign became Reborn with additional straplines used such as
Your world in one place to convey the breadth and range of services now
offered from archives to performance space.
Wide range of channels used including
Outdoor
Use of existing networks
Digital channels

13. Results – first three months
300,000 visits
50,000 books borrowed
40,000 wifi sessions
10,000 new members
£4,800 made from branded merchandise
£28,000 cups of tea/coffee served
10,000 films views in film pods

14. Press coverage
• Two tweets recognised by Great UkGov as most
engaging
• Social media outreach – audience of 149,498
• Mcrcentral Library trended on Jan 22nd
• 50% increase in twitter engagement

15. Recent News
Chaos to Order at Manchester Central Library - this
week an artistic residency starts, curated by
Manchester band Everything Everything.
This is the first event of its kind for a library in Europe.
It'll be a week of curated events and experiments
spanning music, theatre, literature, dance, comedy, and
the indefinable, to challenge perceptions and test the
limits of what a 21st century library can be.
Congratulations Manchester Central Library