Cool Blue was tasked with launching the masterplan to the media and general public. The award-winning Alsop Architects produced the masterplan which included many structures that challenged the norms of architecture at that time.

As the local population was used to traditional architecture we knew it would be a challenge to get people to respond positively to the edgy designs.

We spoke to the media and explained the benefits of the project, which would provide up to 3,000 new jobs, while also highlighting the fact that the internationally acclaimed architects had delivered a series of prestigious projects around the world, thus bringing a scheme to be proud of to Middlesbrough.

We held briefing sessions, brokered an exclusive announcement deal with Trinity Mirror and BBC Cleveland, and set up workshops for community groups, local businesses and key stakeholders.

We created a range of marketing and communications campaign assets including media pack, a newsletter and prepaid postcard that went to more than 70,000 local homes. We also designed and built a microsite as a gathering point for all campaign information to inform people about the project.

Our launch event took place at Middlesbrough Football Club’s Riverside Stadium and it was attended by national, regional and local media, and local VIPs. The masterplan architect, Will Alsop, also attended the event.


  • Communications Strategy
  • Media Relations
  • PR
  • Copywriting
  • Artwork
  • Creative
  • Design
  • Brochure
  • Photography
  • Web Design
  • Project Management
  • Event Management

Solutions and results

The launch event generated national coverage from the likes of The Independent, Financial Times and The Guardian, trade press including Estates Gazette and Property Week, front page articles across local press and extensive radio and TV coverage.

The event was attended by more than 120 businesses and a range of other stakeholders, while the plan was well received by the general public. Following the launch, the microsite received more than 7,000 hits over the course of five working days, while the coverage on Trinity Mirror’s website had more than 12,000 unique page views.

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