How we did it

Our brief was to create a campaign for Trinity Leeds to celebrate Leeds United’s return to the Premier League and help drive footfall post-Covid Lockdown. Sometimes the simplest ideas are the best and this low-cost idea – to rename a street in the city, a boulevard within Trinity Leeds, after the club’s manager Marcelo Bielsa – was just that.

For Phase 1 we mocked-up how the new Marcelo Bielsa Way street sign would look and in the minutes following Leeds United’s promotion we issued the story and image to the media. For Phase 2, a few days later, we organised a photocall to unveil the physical sign to the media.

Our street sign included Trinity’s logo ensuring visual branding in all coverage and we changed the shopping centre’s name to Trinity Leeds United for added news value.

The results

Phase 1 generated 344 pieces of coverage and Phase 2 a further 477 pieces. More than 95% of coverage included an image/video of the sign, which included the Trinity Leeds logo. As well as blanket regional coverage, other highlights included two days on Sky Sports News (the 7th top trending story), BBC 5 Live news bulletins, BBC, Daily Mail, The Sun, Independent.

The story, images and video were used in almost 250 media reports outside the UK (108 broadcast pieces from AP) including Croatia, France, Norway and Spain, plus further afield, America, Argentina, Australia, Chile, and New Zealand.