Campaign Snapshot
To celebrate Yorkshire Day, we brought Yorkshire legend Mick Morgan to Xscape Yorkshire – putting his unmistakable voice and iconic one-liners where visitors least expected them: in the lift. The result? A lift ride turned Yorkshire experience, generating surprise, smiles and plenty of buzz on Yorkshire Day and beyond.
How We Did It
Ahead of Yorkshire Day, we worked with Mick Morgan to re-record the lift announcements at Xscape Yorkshire. Working closely with KONE, we coordinated the installation of the new recordings, ensuring they went live on 1st August.
To support the launch, we hosted a dedicated photoshoot with Mick, capturing photography and video assets for use across PR and social media. A press release to unveil the new lift announcements was issued to the local media ahead of Yorkshire Day, raising awareness of the activation and encouraging visitors to head to Xscape to experience the new announcements first-hand.
Media were also invited to a dedicated press event on 31st July, which was attended by ITV Calendar, Wakefield Express and Castleford Tigers. As part of the Yorkshire Day celebrations, a limited-edition scarf, inspired by Mick Morgan was created and distributed to visitors as a memorable keepsake to mark the occasion.
We managed the activation end-to-end, overseeing everything from the recording and installation, through to media relations and event delivery.
The Results
The campaign made a splash, landing 47+ pieces of coverage including ITV Calendar, Wakefield Express and Welcome to Yorkshire, reaching 11 million people.
We also took the conversation to social and partnered with three Yorkshire and rugby-focussed creators – @bewilderedyorkshire, @the.tight.Englishman and @luke.roerl. Together, they delivered a social reach of more than 1 million, extending the campaign’s impact and getting Castleford fans and local audiences talking.
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Read more about our other Yorkshire Day activations for White Rose Shopping Centre and Trinity Leeds.
