Placemaking brand partnership with Wellington Place Leeds
The problem
Wellington Place isn’t just the city’s most sought after prime office development and regeneration story. Their leisure offering is a selection of curated eateries and bars alongside markets and wellness activities that make it a destination in it’s own right. Our brief was to shift audience perceptions and establish Wellington place as a leisure destination and enhance the value of their overall proposition
The insight
Leeds’ leisure and weekend economy has well established magnetic centres that draw visitors throughout the year. Leeds’ West End doesn’t have this yet, despite benefiting from millions of pounds of redevelopment. Audience insight and live geodata told us that there’s huge potential to sway weekend and evening visitors. Those wanting a different vibe in one of Leeds’ coolest new neighbourhoods, Wellington Place.
The solution
We put Wellington Place where our readers were actively looking. Through great content, vibrant social campaigns and a well defined conversion path, we delivered scores of new visitors that didn’t have any previous knowledge of Wellington Place. And it was no one-shot deal, we captured signups from the majority of these visitors, meaning that we’re re-marketing to these new visitors time and time again, reducing acquisition cost.
Alongside our core digital offering, we syndicated the content we created into their zines and promotional material. They capitalised on our research and discovery to fuel their wrap-around marketing with consistent messaging.
The results
Wellington Place has increased brand awareness and reached new audiences, effectively dispelling misconceptions to drive engagement in their leisure offering. Our partnership has allowed them to build a strong database of interested and engaged prospects to remarket to.
Plan your advertising campaign
If you are exploring advertising in Manchester, Leeds or Yorkshire, our team can help develop a campaign tailored to your audience and objectives. Speak to our team about reaching engaged readers across the North of England