Devising a creative and integrated campaign

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

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.

Results

Over 72 million

opportunities to see across regional, national and trade media

339,931

social media impressions

260

downloads of the TeesAMP brochure

THE STRATEGY

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.

BRAND

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.

WEBSITE

The TeesAMP website is sharp, vibrant and visually appealing, using a mix of relevant images and CGIs showing the new buildings and the TeesAMP environment.

The straight-forward user journey helps busy visitors navigate quickly and efficiently to the information they need creating an excellent user experience.

Users can register for updates on the progress of the site and there’s a downloadable brochure with all the details needed for potential tenants to contact agents with a view of signing up.

MARKETING MATERIALS

Our brochure was designed to stand out from the traditionally dull crowd in the commercial property sector. Its bespoke size and use of colour make it noticeable and demand has been high.

The site has a huge boundary and Cool Blue designed unmissable hoardings giving vital key messages across more than 300 metres. The highly visible boards can be seen by the thousands of vehicles using the nearby A66 on a daily basis.

To ensure no one missed the TeesAMP logo it was emblazoned across hard hats, hi-vis vests, directional signage and umbrellas for use at media calls throughout the campaign.

PR AND SOCIAL CAMPAIGN

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.

THE LAUNCH

We rolled out the big guns for a high-profile launch to mark the start of work – in the form of Secretary of State for Business, Energy and Industrial Strategy, Gregg Clark.

The Cabinet Minister called on manufacturers from around the world to “Make it in Middlesbrough” as he helped put the first spade in the ground at the 11 hectare site.

With a VIP list of invitees and a clean sweep of regional journalists, plus national media — including Bloomberg — the day was a huge success, from on-point catering and room dressing, to live TV interviews and social media engagement.

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