A Cabinet Minister. A digger. A field in Middlesbrough. And the BBC and Bloomberg hanging on his every word.

The Client

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.

Challenge

Tees Advanced Manufacturing Park – TeesAMP – was just an empty field in Middlesbrough when Cool Blue made it hit the headlines across regional and national media.

The £55m project – at that point just architects’ drawings – needed to wow potential tenants. Cool Blue’s job was to convince manufacturers this was the place to be. The place to grow. The place to succeed.

Results

Over 72 million

opportunities to see across regional, national and trade media

339,931

social media impressions

260

downloads of the TeesAMP brochure

STEPPING STRAIGHT ON TO THE NATIONAL STAGE

Our strategy was simple. To position TeesAMP as a location of national importance, and to help the Tees Valley become synonymous with advanced manufacturing. We’d make it a no-brainer for forward-thinking manufacturers that needed new premises.

With a boundary-breaking brand already unleashed through an engaging website, eye-catching social media content and printed materials, we were ready to turn heads.

We had no hang-ups about appealing to everyone. Sidestepping the middle of the road meant we had a brand that blew the doors off the typical staid and corporate look of industrial parks.

PLANTING THE CAMPAIGN STRAPLINE IN THE MINISTER'S NATIONAL SPEECH

To show national importance, we needed support from the highest level. We convinced the Business Minister to get involved by engineering a PR opportunity that aligned TeesAMP’s strategic aims with the Government’s own agenda on the UK’s Industrial Strategy.

That’s how we arrived at the Business Minister, sporting TeesAMP branded hard hat and hi-vis vest, behind the controls of a digger with a throng of national reporters hearing him stress just how big this project was.

We’d armed him with a strapline: ‘Make it in Middlesbrough’. That made its way on to the evening news, standing emblazoned on the intro screen behind the presenter as the segment was introduced. It appeared in national business media, across regional front pages and regularly punctuated radio bulletins throughout the day.

The following day the Minister proudly repeated it in a national speech.

DELIVERING THE GOODS

Backed up by our wider integrated campaign, the launch articulated the scale and ambition of TeesAMP. It positioned the park at the centre of the UK’s advanced manufacturing ambition.

The Minister’s involvement made local politicians and business influencers jump on board. They echoed his endorsement, amplifying TeesAMP’s profile in front of thousands more potential tenants.

Suitably impressed, scores of businesses everywhere from the US to Europe have now been in touch about leasing premises.

With 72 million opportunities to see across regional, national and trade media, and more than 400,000 social media impressions, and counting, TeesAMP’s profile is really taking off.

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