Manchester-based events company Ear to the Ground has been hired by Peel Media to develop a live events strategy for Media City UK as the first phase nears completion.
Ear to the Ground will look at how Peel, site owner and manager, can maximise 'live' potential to drive trade, footfall, dwell time and return custom, "maximising opportunities for engagement".
Peel Media is also working with neighbouring attractions at The Lowry, Imperial War Museum North and Old Trafford football ground to look at joint events and festivals.
Paul Newman, head of communications, Media City UK, said: "Ear to the Ground's track record in implementing and delivering major events and live communication strategies throughout Europe makes them the ideal partner to map out and explore the event potential of Media City UK.
"The results of their initial audit will be a key element in how we realise our 'live' potential to become one of the UK's most significant visitor destinations."
Ear to the Ground is currently delivering a full venue audit of Media City UK to identify potential revenue opportunities and avoid costly mistakes. The company delivered the opening ceremony for Liverpool's Capital of Culture year and the launch Bristol's flagship urban regeneration scheme Cabot Circus.
David Norris, operations director of Ear to the Ground, said: "Media City UK is the most dynamic regeneration development in the UK with the eyes of the wider world squarely on it. Our experience in delivering major events all over Europe puts us in a unique position when it comes to consultative work. We are currently working on an audit that when delivered will assure that Media City UK's public spaces will be realised for their full potential and match the world-class status of the overall project."
Ear to the Ground has worked with Marketing Manchester at MIPIM and brands including Manchester City FC, The Football Assocation, MySpace, PZ Cussons, Umbro, Gaymers and public sector clients including the NHS.