PR campaign generated advertising value equivalent to £800K within 18-month period.Launch the website
Marketing Leeds, a public- private partnership, needed to raise the profile of the city of Leeds. The city had low recognition nationally and internationally despite over two decades of economic growth and residents being happy with their quality of life. To make matters worse, business sectors were promoting Leeds without co-ordination or unity, which was leading to a diluted external image.
Marketing Leeds asked england to position the city as an excellent location to work, visit, live, study and invest. england developed ‘Leeds, Live it, Love it’ – a brand that re-energised the area by communicating the essence of Leeds – quality and pride.
Next followed an international PR and communications campaign that highlighted Leeds’ lifestyle offer linked to a wider economic regeneration programme.
england also implemented the brand both on and offline. The media campaign included high-profile supplements and advertorials and england created the city’s first promotional website for businesses, students, visitors and residents alike.
‘Leeds, Live it, Love it’ provided a united message for Leeds with cut-through in key markets. The PR campaign generated 50 media familiarisation visits, as well as 300-plus articles and features providing an advertising value equivalent to £800K within an 18-month period.
www.leedsliveitloveit.com is recognised and cited in the destination-marketing sector as a benchmark of good practice in the industry.
This project demonstrates england’s strong ability to work in partnership with representative groups such as Leeds Legal, Leeds Financial Services and Locate in Leeds.