This Must Be The Place
SPECIALISTS IN THE SCIENCE AND ALCHEMY OF PLACEMAKING
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The Majors: Major Marketeer Award

2016

The Majors, in association with The Drum magazine and Major Players, recognise excellence in creative, marketing,
tech and digital.

While working in-house for Allied London, This Must Be The Place's founder, Phil Dawson, won The Majors' Major Marketeer award for an innovative, multi-faceted, marketing campaign that re-launched Leeds Dock. 

Leeds Dock is a regeneration project by Allied London that transformed a failed retail destination in Leeds into a vibrant work location focussing on the digital, technology and digital media industries.

The campaign revolved around the subtle integration of the Dock into a city wide Festival. The 5-day, Leeds Digital Festival, provided the perfect opportunity for Leeds Dock to use as a springboard for the re-launch and the campaign placed emphasis on the festival content taking place at Leeds Dock, allowing the Dock to be associated naturally and organically with digital, tech and media. 

 Phil conceived, organised, managed and ran the campaign – managing a small team to:

·     Establish Leeds Dock as an authority and a passionate advocator of digital, tech and digital media.   

·      Build working relationships with key players and stakeholders in the city.

·      Establish a strong relationship with the organisers as a headline sponsor.

·      Become the unofficial hub of the festival by offering the Dock's empty spaces for events - picking the most relevant to our target audiences.

·      Create a bespoke programme of engaging events for Leeds Dock as part of the Festival – working with key players in the city, and beyond, to add authority and authenticity.

·      Host the festivals official launch event: The City Talking's premiere of their ‘Tech In Leeds’ film
(The City Talking is a key media publication in the city).

·      Add a new dimension to the festival, and create an element of ownership for the Dock, by bringing the Lumen Prize Exhibition to the Dock (the world’s pre-eminent digital art prize) – selecting 8 interactive installations that arguably became the centre piece of the festival.

·      Work with the Lumen Prize 2015 winners to create a city wide Augmented Reality campaign featuring 15 unique artworks in over 30 key locations.

·      Obtain sponsorship of £23k; cross-marketing opportunities / services of £33k – including 3 weeks of ad space on 3 digital advertising screens in the city (1.3 million views).

·      Showcase the area and the available workspaces to targeted audiences (B2B).

·      Establish ongoing working relationships with key players in the city: City Council, College of Music, Glug, Rockstar Games, Sky, Intermarketing Agency.

The award celebrated the campaign for successfully transforming the City’s perception of Leeds Dock from an empty, failed retail destination on the outskirts of the city to a bustling and vibrant destination a stones throw from the city centre and re-positioned it as the digital, tech and digital media hub in the city.

Other campaign highlights:
5,000 attendees / 740% increase in monthly social activity / £107k worth of media coverage / 35 online features
/ 470,000 reached via press coverage / 8 sponsors / 15 partners / 15 unique Augmented Reality artworks / 1 international art prize / 1 international visual art event / 3 street food trucks / 3 electric cars / resulted in 4 major long term leases on key units by key audience tenants.

   
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    This Must Be The Place – Daydreaming with James Lavelle. Pop-up retail experience at Dr. Martens Boot Room Store Camden Market
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COMPANY / CLIENT:
Allied London
Leeds Dock

OUR ROLES:
Placemaking Strategy
Marketing, PR, Brand Strategy
Event Strategy
 

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