The Light is a highly-popular leisure centre in Leeds City Centre, West Yorkshire, hosting a number of places to meet, eat, drink, and more – no matter the time of day!
We were approached by one of our oldest client’s The Light to drive footfall to the centre, educate families on its offering, and generate brand awareness of the facilities as a family venue.
Create:
With families in mind, we wanted to create an event that would be both family-friendly and seasonal at the end of summer in the lead-up to the start of the school term. To achieve this, we resurrected our annual City Beach in the more desirable Cookridge Street location.
The City Beach was a month-long free event designed for the whole family to enjoy. The pop-up beach was a large sandpit with toys and props for children, with beach chairs on the side for parents to watch. Throughout the month we had a range of local vendors scheduled to encourage footfall and provide food, fun, and activities.
Engage:
To create excitement in the Leeds community and deliver key messages to their relevant audience, we implemented an organic social and paid social campaign, supported by local press office activity – to achieve coverage on a granular level. This approach not only heightened campaign reach but allowed us to reach Leeds-based audiences through a manner of channels.
We also supported the event with creative activity to promote the City Beach and drive footfall with a range of designed assets to be shared on social and event photography and videography.
Convert:
Our creative and strategic retail PR approach achieved the following results:
- 408K+ press office coverage
- 71K+ social media reach
- Stand-out regional coverage from LeedsLive and Yorkshire Evening Post
