Bradford Centre Regeneration at MIPIM 2006

Client Challenge

MIPIM is held annually in March in Cannes and is the largest property convention in the world, attracting over 23,000 visitors from the property development and investor sector. The task was to introduce Bradford Centre Regeneration to this audience for the first time and achieve stand out to demonstrate that Bradford is going places and that it punches its weight alongside other major UK cities. In addition Brahm had ambitious targets to reach in terms of attracting developer involvement and media coverage.

The Solution

By seeking out a unique and highly visible apartment on the seafront with perfect hospitality facilities by means of an attractive patio balcony, we were able to entertain invited guests to a series of sponsored events arranged throughout the day. At these events major newsworthy development initiatives were launched. In addition, VIP dinners, included a special curry evening cooked by Omar Kahn, the award winning Bradford curry chef, and a guest speaker night with Wayne Hemingway ('Better Red than Dead' ) all ensuring that every event was oversubscribed.

Further promotional touches were added by having: a supporting stand in the exhibition centre; a Bradford branded 'London' taxi to ferry visitors to and from Nice Airport; airport advertising at Nice Airport; and the full backing of a variety of enthusiastic sponsors including many from Bradford based property companies. The Yorkshire Post also supported the event by being media sponsor, with David Parkin, the business editor, attending all the major events in Cannes.

The Results

Bradford really did make an impact and certainly punched its weight alongside other great Yorkshire cities. All the sponsors expressed satisfaction and are keen to support the event in 2007. Widespread media coverage was received for the development initiatives announced at MIPIM, and many follow-up appointments and facility visits to Bradford are being arranged with new investors and developers keen to be involved with the ambitious regeneration plans for the city.

The success of the event is best summed up by Yorkshire Business Insider which said:

'Perhaps the region's most impressive display at MIPIM came from Bradford... the private sector sponsors attracted by the urban regeneration company (BCR) show how highly rated the organisation has come to be regarded.'
Yorkshire Business Insider April 2006

Malcolm Cowing, Head of Events on 0113 230 4000 or email m.cowing@brahm.com

Alternatively call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com