Trinity Leeds
Farke On The Roof
- PR
Campaign snapshot
To celebrate Leeds United securing a spot in the EFL Championship Play-Off Final at Wembley, we created a ‘good luck’ message of support in the shape of a 294-square-metre monochrome portrait of the Leeds manager Daniel Farke on the glass dome roof of our shopping centre client, Trinity Leeds.
How we did it
We got to work 10 hours after Leeds United won the semi-final, and the portrait was unveiled to media just seven days later. We employed local arts company Sand In Your Eye to produce the portrait, which comprised of hundreds of black vinyl cut-outs which had to be precisely and painstakingly installed by the window cleaning team, directed by the SIYE team on walkie talkies below. The weather gods played their part – but thankfully, it stayed dry. Media were invited down to see the final portrait on the same day that Farke held a press conference in Leeds.
The results
We achieved blanket local media coverage, including a full front page splash in key regional newspaper the Yorkshire Evening Post, BBC and ITV broadcast, all the local commercial and BBC radio stations, key online media plus print pieces in The Sun and Daily Mail. The campaign achieved 25 pieces of media coverage with a reach of 23m, whilst increasing footfall and connecting the shopping centre with the community through a memorable moment. The Leeds United manager himself also knew about the stunt, and was asked about it in his pre-match press conference. You can read more about it in PR Week.
Campaign highlights
25
pieces of coverage
23m
total reach
Footfall
increased to Trinity Leeds