‘Light’ Neville Street, Leeds
Involved long before a spade hit the ground, we managed all external communications for the complex £4.6m refurbishment of a dark, leaky, busy tunnel in Leeds which was set to become an original, impressive, contemporary gateway linking the city centre with the flourishing south side of Leeds. Once completed, Neville Street would become a safer, more attractive and better thoroughfare for both pedestrians and drivers.
Potentially controversial, with the inclusion of sound art and light installations in the fabric of the design, this large-scale
construction project had the potential to hit many problems. To minimise disruption, work took place at night and the refurbishment took over a year to complete; it began at the start of the recession and the construction company delivering the scheme went into administration half-way through.
Throughout the campaign the media response to the project was positive and, regardless of individuals’ personal taste, public reaction was favourable and showed an understanding of the benefits to commuters that the refit would bring.
In support of the stories that emerged from a broad team of talents including architects, artists, construction workers, planners and designers, we worked with videographers, photographers, tea ladies (sic), shoe shiners and held a red carpet opening for commuters.
The campaign achieved trade, national and regional consumer coverage in print, broadcast and online media, resulting in 95 pieces of coverage with over 5.5 million editorial opportunities to see and a fee to value ratio of 1:12.
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