Agency roundup: Anita Morris Associates; Fantastic Media; Source; and more
PR agency Anita Morris Associates (AMA) has secured the Visit Leeds PR contract after a competitive tender.
Visit Leeds is the official Destination Management organisation for the city which aims to raise the profile of Leeds as a visitor destination for both business and leisure tourism.
Ilkley-based AMA won the competitive tender for the four-year contract, which will see the team create online and media content and deliver a series of PR campaigns to inspire new and repeat visitors, encouraging them to stay longer.
Profile-raising activities for Visit Leeds will focus on what helps set Leeds apart as the UK’s third largest city outside London, amplifying its cultural, music, sporting, and food & drink offerings.
Visit Leeds launched a new marketing campaign earlier this year, highlighting the number and diversity of events taking place in Leeds.
Credit: Octovision Media
Belinda Eldridge, head of destination marketing for VisitLeeds, said: “We want Leeds to be known as a world-class, modern, and historic European destination with a reputation for its impressive cultural scene set against the backdrop of rich heritage and outstanding architecture.
“Leeds is a destination that hosts top class events all year round making the most of the city’s beautiful urban spaces and wealth of attractions.
“Our visitor research has shown that one night or even a weekend simply isn’t enough time to experience what Leeds has to offer and that’s what we want to shout about.
“Grass roots organisations through to the internationally renowned Opera North and Northern Ballet all call Leeds their home, and they all play their part in placing our city on the UK map as a cultural destination.”
Anita Morris, director and founder of AMA, added: “We are happy to be supporting Visit Leeds and the team’s vision of how Leeds can compete as a world class destination.
“We’ve heard the words ‘hidden gem’ applied to Leeds too often and are looking forward to shouting about all that it has to offer today’s tourists.
“It’s surrounded by Yorkshire’s beautiful dales and moors and yet has a compact, modern city centre packed with cultural gems, world class theatres and a buzzing eclectic nightlife.
“Leeds is located right in the middle of the UK which gives the city many advantages from a tourism perspective: it’s the ideal gateway for travelling not just across Yorkshire and the North of England but across the country.”
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Leeds-based agency, Fantastic Media, has partnered with Huddersfield Town’s (HTAFC) new American owners to rejuvenate the club’s identity and cultivate a renewed sense of community and success.
The club has ambitious objectives to return to the topflight of English football.
And its vision extends beyond the football pitch, aiming to back the entire town of Huddersfield, promoting a mentality of success.
An evolved brand identity has been created by Fantastic Media, underpinned by the campaign “Everything Together”.
The campaign aims to emphasise Huddersfield Town’s resilient spirit and determination and shake off the lack of confidence and underdog mentality resulting from the succession of owners and managers over the past decade.
The Everything Together launch campaign will feature extensive out of home advertising including National press ads, 48-sheet billboards, digital screens, lamp post banners and building takeovers to be rolled out ahead of the season start and the club’s first League home fixture on August 17.
There will also be a seven-figure overhaul of the stadium, including stands, fan bars, concourses, hospitality areas, player changing rooms, club shop, merchandise, reception and office spaces.
Meanwhile, the Canalside training complex has undergone refurbishment to provide first class facilities for the players and coaching staff.
Fantastic Media CEO, Andy Hobson, said: “HTAFC is backing the entire town to succeed and turn it back into the Northern Powerhouse it once was. The catalyst for change starts with this campaign and the club’s multi-million pound investment.”
HTAFC’s Jake Edwards added: “As Huddersfield Town prepares for its first fixture of the season, the collaborative efforts of Fantastic Media and my team promise to herald a new chapter of limitless potential and community pride for the club and the town.
“The continuous recent changes of ownership and management in the club have diluted its identity and resulted in it losing its way.
“Our fan base is diverse, our audience has the potential to be global and, importantly, our reach and influence goes well beyond the field of play.
“As such, we must think and act like the club we want to be in every interaction. It’s time to come together and embrace the strengths we have as a team.
“From our players to the stadium’s employees, we need to promote every positive aspect of our town through the HTAFC brand and align it with our ambitious plans and a refreshed identity.”
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Leeds-based marketing communications agency, Source, has been appointed by digital transformation specialist Stridon to drive forward its digital marketing strategy and support its long-term growth aims.
The London-based firm, which enables professional services firms to accelerate business performance through people and technology, has turned to Source to build its brand awareness, increase online visibility and communicate its technical and strategic expertise.
Source will deliver a full range of services ranging from PR to paid social media, to enable Stridon to reach its target audience of IT professionals operating across sectors such as law and property through to financial services and accountancy.
Anna Macleod, chief operating officer at Stridon, said: “We’re at the start of a very exciting growth phase for Stridon and so it’s perfect timing to bring the team at Source on board and capitalise on their experience, expertise and proven track-record in delivering results for clients.
“We’re a business that is focused on team collaboration and forging strong client relationships to deliver real technology change and we firmly believe Source shares those same values and will become a powerful extension of our business.”
Martha Phillips, director at Source, added: “We’ve significantly increased our portfolio of technology clients over the last few years, with this latest appointment underlining our digital marketing credentials in this space.
“Stridon is involved in some game-changing digital transformation projects, works with a fantastic portfolio of clients and has ambitious plans to grow and innovate further in the future.
“We look forward to being part of that journey, to help the business achieve its long-term vision.”
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Digital agency, Engage, has partnered with YoPlait, the umbrella brand behind Frubes, Petit Filous and Skyr, after winning a seasonal digital contract.
The latest win for the Leeds-based agency will include a diverse brief focused on campaign gamification, brand activation, social media and content creation to support and enhance a summer product launch for YoPlait’s Frubes.
Engage will evolve the brand’s digital summer campaign to promote the return of the seasonal initiative – Freeze ‘Em.
Through the creation of an online game featuring the Frube characters, players will work their way through multiple levels of a retro whack-a-mole style game.
The campaign will also be supported by Engage’s in-house Social Media team, showcasing its expertise across the full marketing mix, as the team prepares a social media strategy across TikTok and Meta platforms.
Vandu Patel, senior marketing manager at Frubes, said: “It’s brilliant to work with Engage once again. They’re a fantastic team of marketing experts who always deliver beautiful creative assets, unique and engaging strategies and seamless client services.
“After working with the agency across previous brands and seeing their creative pitch for the Freeze ‘Em campaign, we knew they’d deliver on another set of demanding KPIs.”
Tom Schofield, director at Engage, added: “Gamification is an extremely robust strategy, however, pairing this with the entire marketing mix and working collaboratively across multiple agencies has been a huge addition to this brief.
“With KPIs surrounding data capture, social growth and brand activation, we’re excited to work closely with the team at Frubes to create a fun and interactive gamification strategy that is supported by our other marketing services and additional agencies.”
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