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.

Like all great brands, 'Leeds, Live it, Love it', is a simple proposition. It 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.