Making it in Middlesbrough
A Cabinet Minister. A digger. A field in Middlesbrough.
We stepped straight onto the national stage when we secured the attendance of the Business Minister to launch the TeesAMP. This opportunity aligned our strategy with TeesAMP’s objectives to be on the Government’s agenda for the UK’s Industrial Strategy.
In attendance at the launch were the BBC and Bloomberg, amongst many other news and trade media journalists, giving a vast amount of airtime and column inch coverage to the fledgling brand.
Not a bad outcome for what at the time was a digger in an empty field in Middlesbrough.
Amping up the interest
Our team was appointed by Middlesbrough Council and private developer, Cleveland Property Investments, to brand, launch and market a new £55m advanced manufacturing park.
It represented an important inward investment opportunity for the town with the potential for making a significant contribution to the local economy. An impactful regional and national launch was key to getting the Park’s marketing campaign off to a fast start.
The first task was to come up with the Park’s identity and positioning line.
Our line, ‘Make it in Middlesbrough’, effectively combines the process of manufacturing and commercial success and was used to guide the wider marketing and comms campaign activities and materials.
70 million opportunities to see
Alignment with Govt’s Industrial Strategy
Strong tenant enquiry rate from day one