The Arts Council initiated a campaign to find the UK’s ‘Most Musical City’. Sheffield was shortlisted and competed against 9 other cities for the coveted title. The Arts Council Yorkshire and Sheffield City Council approached Ruby Slippers to promote the Most Musical campaign across the South Yorkshire region and raise awareness of the campaign.
Ruby Slippers created a communications plan to raise awareness of the Most Musical Campaign across South Yorkshire. We developed a number of key messages that were used to target different audiences and generate interest in the campaign.
The communications activity assisted in gaining significant awareness of the campaign to a wide variety of people in the area. Sheffield led the votes throughout the duration of the campaign, however in the last few days of voting Liverpool, Manchester and Sheffield became level. Sheffield was eventually beaten to finish line by Liverpool and secured a much deserved second place.