Research
Marketing Leeds conducted extensive research inside and outside the city, asking people from all walks of life and from a variety of locations about how they felt about the city of Leeds and if the phrase was believable. The answer was a resounding 'yes'. We have taken our direction straight from the public: once you try Leeds, you'll buy it!
The brand reflects an overarching simple proposition based on people's passion for their city. Particularly for the people of Leeds - there is no arguing with the sentiment. What is common with all Leeds advocates is a shared pride and passion for their city. All who experience Leeds - its diversity, lifestyle, warmth, people and quality of life - share the same belief: if you spend time in the city, you grow to love it.
Our brand serves many purposes: it is a promise, a call to action, and a statement of pride. How it is interpreted will depend upon who we are talking to, and where we are talking to them. Within Leeds, it is a proud vindication. To our wider audiences, it is an intriguing promise, and a call to action.
Jan Fletcher OBE, Marketing Leeds Chairman
The brand reflects an overarching simple proposition based on people's passion for their city. Particularly for the people of Leeds - there is no arguing with the sentiment. What is common with all Leeds advocates is a shared pride and passion for their city. All who experience Leeds - its diversity, lifestyle, warmth, people and quality of life - share the same belief: if you spend time in the city, you grow to love it.
Our brand serves many purposes: it is a promise, a call to action, and a statement of pride. How it is interpreted will depend upon who we are talking to, and where we are talking to them. Within Leeds, it is a proud vindication. To our wider audiences, it is an intriguing promise, and a call to action.
"Leeds, Live it, Love it really encapsulates how people feel about the city. Everyone from residents, visitors, students, commuters and business people say the same thing about the city: try Leeds and you'll love it. Like all great brands, 'Leeds, Live it, Love it', is a simple proposition."
"Our brand serves many purposes - it is a promise, a call to action and a statement of pride. Our proposition is neither selective nor specific, it is unconditional. It does not depend on social class, ethnicity, background, gender or upbringing. Leeds is a place where you can Live it and Love it."
Jan Fletcher OBE, Marketing Leeds Chairman
