Landsec - Trinity Leeds
B2B press and reputation programme for Landsec's 1m sq ft prime retail and leisure asset in Leeds - the UK's most 'digitally enabled' retail destination and a Top 100 CoolBrand.
- Location
- Leeds, United Kingdom
- Region
- UK
- Sector
- destinations retail
- Services
- PR & Thought Leadership · Strategic Communications · Leasing & Launch Marketing · Events & Exhibitions
Trinity Leeds was the only major retail destination to open in the UK during 2013 - 92,900 sq m (1m sq ft) with a footfall of 22m visitors per annum, a unique leisure offer including the award-winning Trinity Kitchen street food concept, forward-thinking technological innovations and a high-quality tenant mix. Innesco was appointed by listed property group Landsec to create new, fresh messaging and maintain the scheme's high level of coverage - particularly important given the ongoing construction of two neighbouring, rival schemes - and to drive the B2B press strategy across new leases, in-centre events, senior appointments and operational innovations.
Prime retail assets only command prime values when investors, occupiers and the wider market consistently see them as first-choice destinations. With two rival schemes under construction nearby, Trinity Leeds needed disciplined, sustained B2B visibility - not one-off coverage - to protect its position as the UK's standout retail opening of 2013 and support the value of the asset within Landsec's £12.8bn portfolio.
- Drove the B2B press strategy across new leases, in-centre events, senior appointments and operational innovations
- Created new, fresh messaging to maintain Trinity Leeds' high level of coverage in the face of two neighbouring, rival schemes under construction
- Issued strategic press releases and placed high-profile features - timed around competitor media activity - in target trade publications
- Secured senior interviews with key journalists, reinforcing Trinity Leeds' position as the UK's most 'digitally enabled' retail destination
- Used national and trade press contacts to secure high-value coverage of new deals and milestone events
- Organised press tours of the centre and arranged interviews with senior management around the launch and subsequent campaigns
- Crafted positioning to land Trinity Leeds as a first-choice destination among investors, occupiers and customers
- Led media campaigns around the launch of Trinity Kitchen street food market, the opening of Everyman Cinema, the multi-let rooftop bar concept and the annual 'Wonder Weekend' Christmas events
The results.
- Trinity Leeds proclaimed a Top 100 'CoolBrand' in the UK in 2014 - adding further value to the profile and kudos of the project
- Hugely successful first year, with 22m visitors per annum and the only major UK retail destination to open in 2013
- Regular high-value coverage in Retail Week, Retail Focus, Retail Bulletin, Property Week, EG and CoStar
- Positioned Trinity Leeds at the centre of the city's transformation into a primary UK destination for investment and commerce
- Established Trinity Leeds as a natural UK location of choice for sought-after brands - bringing new life and later opening times into the 'Capital of the North'
- Refocused messaging around innovation in leisure, technology and brand partnerships - reinforcing Landsec's status as the leading UK property company
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