Leeds City Image

The brief

Leeds City Image is run by a task-group of leading businesses and organisation in Leeds. Its aim is to promote the city and its key strengths to the rest of the UK and to the world.

Brahm’s challenge was to raise the profile of Leeds across a variety of sectors including business, travel, retail, entertainment, health and education in the national and international press.

Our response

Firstly, research was conducted by Brahm Research to assess the extent of awareness of Leeds in the UK and abroad. The results showed that, particularly internationally, people had very little knowledge of Leeds compared to other important cities in the UK.

A PR campaign was devised with the aim of securing in-depth feature pieces to educate people about the city rather than news-in-brief snippets that would create little impact.

To do this, Brahm PR created a two-pronged media strategy. Journalists were invited up to Leeds for in-depth ‘familiarisation’ visits where Brahm arranged for them to meet relevant representatives from the particular sector they were interested in. The second major tactic was to find ‘good news’ stories within the city that could be promoted on a national and international level.

The outcome

Over the course of the last six moths Brahm has secured over twenty pieces of high quality coverage across national and international press and broadcast.

Stories about Leeds have been published in France, Germany, Italy and South East Asia as well as in British national newspapers including the Guardian, the Observer, the Daily Express, the Financial Times, The People and the Independent on Sunday.

For further information please contact:

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