The task: Against the background of Leeds’ burgeoning reputation as a financial and business centre, Leeds Manufacturing (a joint initiative between Leeds City Council and the Leeds Chamber) hired Appeal to highlight the city as a manufacturing centre of excellence with an employment base of over 1,775 firms, employing more than 44,000 people.
The approach: Working closely with the City Council’s marketing department and the Chamber, Appeal collated a generic release on the strength and wide variation of manufacturing and its contribution to the region’s economy. A series of newsworthy case histories about the city’s varied and innovative manufacturing companies was also compiled and released at regular intervals, underpinned by strongly creative photography.
In 2008 Appeal also delivered a new online resource www.LeedsManufacturing.co.uk showcasing the region’s success and promoting the city’s best manufacturers.
Results to date: Over £500,000 of positive on-message media coverage over three years including features in The Financial Times, The Sunday Times Business Section and on BBC Working Lunch, regional TV and broadcast outlets.