Bradford Centre Regeneration

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Brahm was appointed by Bradford Centre Regeneration in December 2004 to handle the £1.15 million brief to market the regeneration plans for Bradford which are set to transform the city over the coming decade.

Following a three month consultation exercise in early 2005, Brahm have adopted a dual strategy which aims to win the hearts and minds of the local population at the same time as appraising the investment community of the commercial opportunities the regeneration presents.

A public relations campaign has been on-going since January, promoting tangible examples of progress to evidence change to both audiences. To date over £300,000 worth of editorial coverage has been achieved and good relationships forged with regional, national and trade media.

In September 2005 we launched a major advertising campaign to our respective audiences which is designed to inspire confidence and instil belief in the regeneration plans for Bradford City Centre. The campaign includes cinema, outdoor & press advertising and is on-going to the end of 2005. This work was presented to the internal audience of ‘Bradvocates’ (business & public sector influencers within the city), at an event held at the National Museum of Photography, Film and Television prior to its public launch. Additionally, two high profile media stunts which involved the RAF Falcons skydiving into Lister Park and a giant building wrap being un-veiled by abseilers at Urban Splash’s residential development at Lister Mills, created national publicity for the campaign launch.

The impact of the advertising campaign is being assessed through a quantitative advertising awareness research piece. This will compliment the perceptions research carried out in June/July amongst Bradford residents, the top 500 businesses in Yorkshire and the Investor community which has set a benchmark in place against which the impact of the marketing activity can measured over the next 12 months.

In addition to the advertising campaign, plans are in place for a comprehensive contact strategy targeting the investor community in the lead up to MIPIM 2006, the world’s largest property conference. This activity will consist of mailings, events and one to one targeting of a relatively niche audience who have a tremendous amount of influence on the investment process.

For further information please contact David Lavelle, Head of Advertising or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com