Yorkshire Forward

Brahm were appointed by Yorkshire Forward, the regional development agency for the Yorkshire and Humber, in 2002 to drive investment into the region by promoting it as a great place to live, work and invest. Since 2002 this has involved into a number of high profile integrated campaigns targeting businesses and the investor community who influence the decision making process when it comes to inward investment.

The latest campaign was launched in spring 2005 and included high-profile advertising and, in a first for a regional development agency, viral e-marketing complete with an interactive game, which focussed on promoting the benefits of the region.

A major poster campaign was unveiled on the London Underground together with the branding of the whole of Bank Station – one of the busiest commuter hubs in the capital. Further advertising appeared in black cabs, at London City Airport and in the national business magazines including the Economist, Business Voice and The Director.

The theme for the campaign centred on a comparison between the factors that constitute a ‘Business Heaven’ including affordable overheads, availability of land, access to a skilled work force, good transport links to the rest of the UK & Europe and a fantastic quality of life and the contrasting problems which make a ‘Business Hell’ as revealed in various business surveys such as the CBI / Yorkshire Forward twice yearly survey of regional economic trends.

The campaign was also supported by a specifically designed micro-site called www.yorkshiretoogood.com, which was featured in all advertising. It offered key statistics and additional details about the region.

In July 2005 Brahm were re-appointed by Yorkshire Forward following a statutory 3 year review after Campaign research showed that the perception of the region with both business and public sector has significantly improved year on year. The success of the branding campaign has also been reflected in the year on year increase in the amount of private sector investment brought into the region by Yorkshire Forward - over £275m last year alone.

The new £2.5m campaign is currently being planned and will continue to target the national and international investor community and key opinion formers through high-profile integrated marketing activity.

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