Challenge – meaningful yet overlooked buildings in our community
The Modernist Society approached the High-Rise team for PR support to launch their photography book “Small Shops“
The book features photographs from amateur photographer Brian Lomas and of independent shops in North Manchester in the 1980s. Despite being within many of our lifetimes, the black and white images capture a time and place that already seem like a lost age.
Brian’s work highlights the unregarded parts of the city. Buildings that come and go with little or no fanfare, but have meaning to the people who have used them. There’s a sense of nostalgia. Looking back at the ‘good old days’, before supermarkets and large chains took over our high streets.
We quickly realised that behind the images, there was a compelling story to tell. The challenge was to highlight the significance of these unregarded parts of the city, bringing attention to the meaningful yet often overlooked buildings and the sense of community they represent.
Our Approach – using the power of storytelling
Recognising the compelling story behind Brian’s photographs,we crated a PR strategy centered around the power of storytelling.
Brian’s background as a lifelong North Manchester resident and self-taught photographer added a personal and relatable element to the narrative. His natural talent for storytelling made him an ideal interviewee, further enhancing the human connection to the book.
Our aim was not only to talk about the book itself. But, to tell the story of the creative process behind the images.
Brian took his photographs on a Rolleiflex camera, shooting straight on, in monochrome, with cold, flat northern light. We knew that the style of photography would have appeal to the creative community.
Targeting local, national, broadcast and trade media was our focus. We considered each different audience and shaped the story of Small Shops in a way that would resonate with them.
The results – appreciation for local history
The PR Campaign achieved significant media coverage, including an interview with Brian on BBC North West Tonight. The book also featured in publications such as The Observer, Manchester Evening News, The Guardian, Northern Soul,About Manchester, and Creative Boom.
This extensive media coverage not only brought attention to the book but also celebrated the hidden gems of North Manchester, fostering a deep appreciation for the local history and culture.
If you would like to speak to High-Rise about how we can raise your business profile, then please do reach out.
