Promoting a flagship educational campus in Leeds

In September 2019, Leeds City College, part of Luminate Education Group, opened its state-of-the-art Quarry Hill Campus, home for 3,000 learners. Luminate commissioned us to promote its new flagship site ahead of the opening.

Our strategy drew on Quarry Hill’s unique place in Leeds’ social and cultural history. We ran a proactive and reactive campaign, creating a press release pipeline in partnership with the college and their contractors.

Our approach helped position Luminate Education Group as an important organisation within Leeds city region. In the first three months, we generated more than 20 press opportunities across regional, business and trade media in print, digital and broadcast outlets.

Key outcomes included:

• Proactive press releases and features placing Quarry Hill firmly at the centre of regeneration in Leeds.
• Key messages such as social mobility and skills at the fore, positioning Luminate as a leader in these areas.
• Reactive comment issued within one hour of Channel 4 announcing Leeds as its new home, which generated an interview with local radio and print coverage.
• Thought-leadership pieces in the Times Educational Supplement.
• Coverage on BBC Online, achieving 200,000 views in its first twelve hours.
• An awards strategy, resulting in shortlisting for two high-profile awards before the new campus was even complete.

Quarry Hill’s profile was raised further when the BBC filmed coverage of the Deloitte 2019 Cranes Survey from Quarry Hill, and subsequently hosted two events for the Sunday Politics on site.