Devising a creative and integrated campaign
TeesAMP is a new Advanced Manufacturing Park being created in Middlesbrough through a collaboration between Middlesbrough Council, the Local Enterprise Partnership, Tees Valley Combined Authority, and private developer Cleveland Property Investments.
Worth £55 million in investment to the area TeesAMP will make a significant contribution to the economy — attracting outstanding firms and the 1,000-plus new jobs they will bring.
TeesAMP wanted an integrated campaign to take the project from blueprint to fully occupied Advanced Manufacturing Park, via the creation of a brand identity, website, promotional materials and a media relations and social media campaign.
The site is at the heart of Tees Valley and its developers wanted to showcase the fact that TeesAMP would be a prestigious 21st century environment where forward-thinking manufacturing companies could cluster together to maximise their potential and generate income for the area.
Over 72 million
opportunities to see across regional, national and trade media
social media impressions
downloads of the TeesAMP brochure
The aim was to get TeesAMP talked about on a national stage, to attract tenants from across the UK and help Tees Valley become synonymous with advanced manufacturing and emerging technologies.
Our public sector clients wanted to be seen as ambitious and forward-thinking in order to change the narrative around the area and attract investment and jobs.
The strapline ‘Make it in Middlesbrough’ gives the dual message that companies can be successful in Middlesbrough and that the Tees Valley is a great place for manufacturing companies to be based.
The objective for the brand was to create something different in the world of commercial property. We wanted to create a brand that was a slight step-away from the usual staid and corporate look and feel of industrial parks – without disrupting the status quo too much for the developers and agents.
The colour palette is teal and grey with orange highlights and uses structural triangular shapes which together create a strong, chain-like structure. The logo is animated for use on the website and in social media, bringing it to life and reflecting the advanced nature of the TeesAMP offer.
PR AND SOCIAL CAMPAIGN
Before any buildings were even out of the ground there were plenty of front page and top of screen headlines, as well as radio and TV coverage for TeesAMP.
The story of advanced manufacturing, investment and a pipeline of jobs is great material for media – with much more to come as the building work progresses.
TeesAMP is kept front of mind with regular Twitter and LinkedIn updates. Live tweeting from special events helps keep excitement bubbling and creates engagement and interaction about the project.