We focused on getting more families, cultured couples and groups of friends to choose Leeds for their overnight stay and short breaks. We specifically targeted ‘independent discoverers’ – encouraging them to dig a little deeper and uncover hidden gems in and around the city.
If 2012 was the year of London, 2013 was all about Leeds, with its much-awaited new Arena, the opening of one of the UK’s largest shopping and leisure centres, internationally acclaimed music festivals, world-class sporting events and an ever-growing, ever-evolving cultural scene.
Our PR role was to capitalise on this mood and give people more reasons than they had ever had before to visit Leeds.
The campaign launch was held at London King’s Cross station, where we stopped commuters with a striking dancer from Northern Ballet, who held court in her tutu on the main concourse and acted as ambassador for her home city.
Since then, we’ve been successfully encouraging travel writers from near and far to reappraise Leeds and recommend it to their audiences.
Our approach caught the attention of national broadcasters, newspapers, magazines and websites.
Leeds was rewarded with regular, positive features and mentions in the national media, with coverage in The Sun, The Mirror, Daily Telegraph, Metro, Grazia and Closer, plus many other websites and blogs. The media relations helped special events to sell out, and there were a number of glowing reviews from influential journalists and bloggers.