Creative: Comms firm wins science park contract; Agency helps university mark 50 years; Wish Agency has Animalcare’s ear; and more

YORK SCIENCE PARK has appointed PR and marketing communications agency The Partners Group to fulfil its communications brief in its 25th anniversary year.

The Partners Group has been delivering marketing communications services in the city for over 28 years and has been appointed to support York Science Park’s PR and marketing activity. Working alongside the park’s in-house business development team, Partners will help to further strengthen its position in the region and raise its profile as a catalyst for economic growth in the city.

York Science Park provides 137,000 sq ft of purpose built, high specification, fully serviced office, laboratory and meeting space alongside hot desking and virtual office provision for start-up companies through to large, established businesses. It is currently home to over 130 companies in the creative and digital, technology, media, biotechnology, agri-tech and health sectors.

Tracey Smith, York Science Park CEO, said “We are really excited to be working with Partners in our 25th anniversary year and beyond. We were impressed with their vision for the campaign and the fact that they quickly got to grips with what we are about and what we are aiming to achieve.”

Karen Tinkler, one of Partners’ two directors, added: “The Science Park is such a well-known organisation in the city and we’re thrilled to be working with their team. There are so many exciting companies based there who are doing incredible things and have very interesting stories to tell. We’re looking forward to helping them tell those stories, and supporting York Science Park’s continued growth and success.”

:::

ELEMENTARY DIGITAL is supporting the 50th birthday celebrations of Leeds Trinity University with the launch of a website dedicated to its landmark anniversary.

The online platform showcases the university’s heritage, anniversary projects and packed schedule of commemorative events for the 2016-17 academic year.

Gary Hughes of Leeds Trinity said one of the highlights of the year-long tribute to achievements past and present will be a 50th Celebratory Mass at Westminster Cathedral on October 12.

“Leeds Trinity has always been characterised by outstanding teaching delivered in a distinctive environment with a personalised atmosphere and genuine sense of community spirit,” he said.

“Over the past 50 years we have transformed two Catholic teacher training colleges into a leading university that is nurturing the next generation of talent across a broad spectrum of disciplines and that’s something worth shouting about.”

The 50th anniversary portal is also the launchpad for the university’s Inspiring Futures programme, which will offer three strands of financial support to students.

Ash Robinson, project lead at Leeds-based Elementary Digital, said: “The anniversary website has a very modern feel and has been designed to encourage students past and present to share their stories.

“One of the main aims of the digital campaign is to encourage as many people as possible from the university’s vast community of alumni, staff, friends and partners to get involved in the anniversary events throughout the year and join the celebration.”

:::

YORKSHIRE cycle wear brand Fat Lad At The Back (FLAB) has unveiled a creative campaign to inspire a new wave of riders to saddle up.

The 3.5-minute film, produced by Leeds-based independent film agency SODIUM, tells the story of FLAB riders and their inspirational journey from novice cyclists to leading Flambassadors.

Filmed on location in the Yorkshire countryside during the leading cycle wear brand’s annual Yorkshire sportive, the film follows riders from the start line in Ilkley down the hills of Malham Cove and Bolton Abby, to the point of completion of their 25m, 50m and 75m rides.

Featuring in the video is FLAB advocate Wendy Bibby who took up cycling two years ago in a bid to lose weight.  Viciously heckled for not being of the perceived ‘traditional cyclist build’, the 54-year-old, who has since competed in two triathlons, found the confidence to persevere with cycling on the discovery of FLAB.   

She said: “Getting on my bike was a struggle. I had a mindset that I was too fat and so was embarrassed to be seen cycling.

“Saddling up for the first time, I felt so self-conscious. This was worsened as when, during my first ride in another cycling kit, I was called ‘Nelly the elephant’ by a group of youths. I know that if I had been wearing my FLAB gear I definitely would not have received those insults which really knocked my confidence and put me off cycling for a long time.

“However, now donning my Fat Lad At The Back gear I believe that I have the last laugh.”

Central to the creative campaign is a sense of belonging.  Phil Barber, creative director at SODIUM, said: “We wanted to produce a film which highlighted the diversity of FLAB’s customers while showing them having a great time in the beautiful Yorkshire countryside. The aim was to show that cycling isn’t limited to the stereotypical middle aged man in lycra, which is why we made sure to include a wide cross selection of people.

“We hope the footage is inspiring to other potential cyclists who haven’t had the confidence to jump on the bike before.”

:::

WETHERBY-based marketing agency Wish has been chosen by York veterinary products company Animalcare to launch a range of ear care treatments to add to their portfolio of innovative animal health products.

Wish has produced a campaign based on a team of Super-earo characters for the trade launch.  The new campaign works across both digital and more traditional marketing communications channels, using the agency’s experience in digital, design and brand building.

Animalcare has been supplying a range of animal health products from idENTICHIP microchips and pharmaceuticals, to pet welfare products and practice equipment, for over 25 years.  

Sarah McKenzie, head of marketing at Animalcare, said: “Wish demonstrated a great deal of creativity and have encouraged us to try new channels including social media and digital marketing to launch this important range of products. We are delighted to be working with the team at Wish and look forward to making a real splash with our innovative marketing approach.”