The cream of Leeds gathered on Monday 26 September in the city's sumptuous Victoria Quarter for the much-anticipated unveiling of the new Leeds brand: Leeds, Live it, Love it.

The event was co-hosted by Gabby Logan and Chris Moyles, was attended by a wealth of Leeds talent, with around 500 specially invited guests from the business world, the public sector, travel trade, media, and entertainment. The premiere of the Leeds promotional film was also shown which included appearances from Michael Vaughan, Patsy Kensit, Kaiser Chiefs, Embrace, and Leigh Francis, sound track from Embrace's double platinum album (Out of Nothing).