New Campaign ‘Powering Up’ Stoke-on-Trent

A campaign has been launched to support the recovery Stoke-on-Trent through the coronavirus, forming part of Stoke-on-Trent City Council’s Covid-19 economic recovery plans.

The initiative, called ‘Powering Up’, aims to galvanise residents, local businesses and partner organisations to support and accelerate the re-opening of the city, in response to the coronavirus.

The campaign takes into account coronavirus measures and looks to balance this alongside a succession of high profile and diverse events, promotions, announcements and activities across the city which shout about a ‘strong and resilient’ Stoke-on-Trent. There is a specific focus on business, culture, leisure and tourism, skills and enterprise, and communities and people.

Stoke-on-Trent has recovered more quickly from the coronavirus than other cities in the region and has returned to pre-Covid levels of economic activity faster than many other cities in the UK. Information from national think tank Centre for Cities shows footfall in the city centre returned to 80 per cent of its pre-pandemic levels in the last full week in August – after falling as low as 12 per cent in April. In Birmingham, footfall had only returned to 47 per cent, and only Derby’s footfall is higher in the entire Midlands region, at 84 per cent. High street spending has bounced back quicker in Stoke-on-Trent than anywhere else in the region, reaching 100 per cent of pre-lockdown levels as early as the last week in July. (At the time of publishing.)

The Powering Up campaign launches just as a number of major investments are coming forward within Stoke-on-Trent, demonstrating the resilience of the city’s economy. The new 4* Hilton Garden Inn is set to open in Smithfield in the city centre, while the new Clayworks private rental apartments have already seen over 70 per cent of apartments secured in advance by occupiers, significantly ahead of forecast targets. Clayworks is the first accommodation of its type in the city centre, and is also based at Smithfield. The new Spitfire Gallery at the Potteries Museum and Art Gallery is also underway while the East/West precinct – the largest city centre development in the West Midlands – is also being marketed for new opportunities.

Working with businesses and organisations across the city, the campaign will communicate recovery messages so that others are aware of the significant progress being made within the city in spite of the challenges being posed by the coronavirus. It intends to shout about how Stoke-on-Trent is working hard to buck the trend and has a host of exciting events, activities and developments that show Stoke-on-Trent is powering up.

Powering Up will also see a range of partner collaborations as well as digital activities on a dedicated ‘Powering Up the City’ landing page at www.poweringupstoke.co.uk  – with social media links and signposts through to more information about the campaign.

Partners are being urged to get behind the campaign with social media packs and marketing materials available for use across the city.

The campaign will also dovetail into activity as part of the ‘Let’s kick coronavirus out of Stoke-on-Trent’ strapline, with businesses and tourism organisations using covid-secure measures such as the ‘We’re good to go’ industry standard and supporting mark. These identify which businesses are adhering to the respective government and public health guidance, have carried out a Covid-19 risk assessment and checked that they have the required processes in place.

Councillor Abi Brown, leader of Stoke-on-Trent City Council, said: “Stoke-on-Trent is powering up. In spite of the challenges faced by the coronavirus, we are seeing huge progress in the city – from increased footfall, to new investment in areas such as Smithfield, exciting initiatives with local suppliers, housebuilders and developers – this is a city aiming to buck the trend. Our city centre is bouncing back quickly which shows our economic resilience – yes we are exposed to the pandemic but it’s clear that to date, we’re far less exposed than many other cities and the economic impacts have been shorter and less severe than in much larger cities.

“This campaign helps us to shout about the progress being made here and all the steps we’re taking to power up our city. The rapid return to ‘normal’ levels of activities further underlines the importance of Powering Up the city sooner rather than later even amidst the context of the potential for increased coronavirus restrictions. We’re also working with businesses and a number of sectors to encourage them to get behind Powering Up Stoke-on-Trent so collectively we can demonstrate why you should choose this city whether it’s for work, to do business or to invest here. There’s a range of ways to get involved and I’m looking forward to seeing people’s stories being shared on-line with the new hashtag #PoweringupStoke.”

The campaign presents a fantastic opportunity for Stoke-on-Trent businesses, partners and organisations to engage with the Powering Up plan and to get involved and use the Powering Up The City identity and branding, as part of their own events, announcements, promotions, PR and communications to demonstrate their backing, support and involvement as an ambassador of this plan.