OVERVIEW

How do you take four separate councils, four varying identities, four sets of differing targets – and present them as a prime investment opportunity to a global audience?

Simple. You remove the complexities and politics of the task and instead focus on the real strengths of each council area, so that you can package them all up into one united offering. A Super Region. And one that can compete at an international scale.

The long term objectives are:

• To attract 200 fast growth companies to the region
• Stimulate construction and wealth creation over the next 25-years
• Create 4,000 new skilled job opportunities by 2017

THE CHALLENGE

Choosing a location for a multi-million pound business is generally driven by rational decision-making. Key questions like… how much will it cost? is there access to a skilled work force? …are always asked. No stone is left unturned, so for a region looking to attract multi-million pound investment there can’t be any gaps between the brand promise and experience. The brand promise has to be believable and sustainable, and genuinely reflect the region’s offering, but not hide from the key questions that need answering.

The key competition include locations such as Dubai, Shanghai and Silicon Valley – famed for their high speed development and triple digit returns. It’s therefore difficult to make a rational business case to compete with these more glamorous, wealthier high powered destinations

Developing a strong, credible and differentiated proposition was also key from an internal perspective. It would provide a rallying point to unite the 5 separate councils. This was a new initiative for them, and one riddled with conflicting opinions, interests, and bureaucracy. The internal challenge was to demonstrate that a unified proposition was stronger, and working together provided holistic benefits.

1. Packaging up the region

We developed a simple identity that demonstrated the collaboration between the cities to create a Super Region. The plus not only joined the two cities on equal merit, it also served as a device for highlighting the many plus points as to why it’s the best place to invest in. 

Bristol+Bath – The best city region. 

2. Selling our Canvas

We 3D modelled the entire South West region as a blank canvas, and created 3D films that illustrated the commercial investment opportunities in all aspects of the cities. These were used on the website and at the MPIM show. 

3. Augmented Reality

We linked these models with Augmented Reality applications to stream real-time video testimonials, architectural models for the developments and statistics. http://www.youtube.com/watch?v=jtFuFQDXMPE

4. Taking the City’s Pulse – live community tracking and mapping

We hoped to demonstrate creativity and innovation at play by developing the first technology platform able to visually map trending topics on Twitter from more than 1,000 active businesses and public figures in the two cities. Streamed live online and at events around the world, we were able to illustratively map the conversation – live.

5. MPIM Expo – Bringing the Region to life

Over 5-days we launched the new Bristol+Bath proposition to the inward investment community at the largest property development show in the world – MIPIM. The stand itself was also a blank canvas. Over the 5 day exhibition the stand was brought to life as graffiti artists visualised the Twitter conversations trending in the region live. This was a unique and ideal way of demonstrating the culture and creativity of Bristol and Bath, by borrowing on its most recent culture export Banksy.

RESULTS

Brand and proposition development that…

• Unified four council stakeholders
• Communicated the business essence of the region
• Stood out from the crowd

Demonstration of the region’s business essence through…

• Development and launch of new “Twitter Pulse” technology platform
• Exhibition stand, experiential – with live on location social media programme

We delivered…

• Initiated a dialogue with 600 key decision makers over 5-week period
• 200 business meetings with key investment decision makers
• £100m in tender opportunities received through the new
• Inward Investment Team
• All delivered in under 5-weeks within time and budget.

OUR CLIENTS SAY

“We were inspired by the high level of strategic insight, creativity and first- in-class technology that The Agency team brought to bear on our global campaign. And to deliver the entire programme of activity in under 5-weeks meant that the service levels were exceptional. As a result we have keenly retained The Agency across our other Inward Investment business initiatives.” 

Liz HumphriesInward Investment Programme Manager – Bristol City Council

Visit Bristol+Bath at www.bristolandbath.co.uk and see our animation here.