We were asked by Marketing Leeds (Leeds, live it, love it) to revamp, reposition and design their consumer-focused magazine. We worked with ML, first establishing a sound distribution strategy, clarifying who the publication was to be aimed at and what the most effective way to reach them would be. This info provided the basis for selecting the right content, photography, design and tone for the publication. We established relationships with key contributors such as Alex Zane, Lesley Garrett, Ken Bates and Tim Bresnan along side important business people and their businesses from the city interviewing and photographing everyone along the way.

The result is an editorially entertaining marketing piece that is really interesting and useful to the target market. The content positively positions the city in both a leisure and business sense, delivering exactly the right messages about visiting the city, in a way that the target market listen to.

To measure the effectiveness of magazine, we built in a ‘mobile text-in’ facility where readers can text a number to receive discounts for places to eat, sleep, drink, shop, play, etc to redeem upon visiting the places talked about in the magazine.