In 2013 Leeds set out a challenging vision, which aimed to transform and reposition Leeds as the best city in the UK to live, work, visit, meet and invest. In order to attract investment, create jobs and grow its economy, Leeds would be competing with cities in the UK and across Europe. To succeed in this competitive environment, the city needed a clearly differentiated brand proposition, which articulated and encapsulated the city’s offer in a way that connected with key markets in inward investment, business and leisure tourism.
A new kind of city
After comprehensive consultation with stakeholders, our first objective was to write a compelling proposition to form a platform for the new city brand. This was tested extensively to ensure it stood up to challenge and was ambitious enough. The proposition was supported by definitions of values, personality, key messages, proof points and, most importantly, the developments in behaviour that would be needed. All these elements were combined into a book and supporting film, ‘One Voice, One Ambition’, launched at a major stakeholder event in early in the year.
The new proposition was universally well received. All stakeholders, from public, private and third sector, were motivated to come together for the benefit of the city like at no other time. The book was been re-printed 4 times with demand surging as the city’s fortunes rose on the back of new developments including Trinity Leeds and the First Direct Arena, alongside inward investments in the med-tech, financial and professional services, and digital sectors.