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Leeds Gold hits the streets with 38 million impacts

Mon 23 Apr 2012

"The Leeds Gold campaign was a difficult one to deliver – with many stakeholders, partners and governing bodies all to input, but Threefold took this on board, considered all feedback and came back each time with improvements and great design. We are all thoroughly proud of the eye-catching, inspiring and motivating outdoor campaign which has met with much acclaim and positive feedback, as well as meeting our original marketing objectives.

Threefold were the right company for this job and I would happily recommend them."

Mary Webb, Marketing Manager, Leeds City Council

The challenge

The culture marketing team at Leeds City Council appointed Threefold after a competitive pitch process to manage, design, deliver and implement the Leeds Gold campaign – a campaign shouting about Leeds' Olympic celebrations and athletes.

We needed to work within budgetary limitations and to portray a message of inclusivity; to suggest that everyone in the city could join in the summer of celebration. We also needed to make sure that the campaign messages were balanced between sporting and cultural activity and reached a broad Leeds audience. Above all, we needed to make sure that the creative would not fall foul of LOCOG's stringent regulations about brand protection.

The solution

Working with associate consultants Emma Jaques and Suki Bains, we delivered an outdoor media campaign with two key messages, following extensive consultation with the Council's campaign stakeholders: 'Cheer our athletes' - raising the profile of local Olympians and 'Enjoy Leeds in 2012' - raising the profile of the city's summer of culture and sporting activity. We ensured that LOCOG approval was a key part of the creative process.

The results

With an estimated 38 million impacts, the campaign was spread across 48-sheet posters, bus advertising, bus shelters, rail posters and illuminated signs. The campaign was delivered on time and slightly under budget, with the Council's marketing team fully and regularly updated via project management tools.

The campaign launched on 18 June and traffic to the Leeds Gold website increased four-fold in June compared to May. Visits peaked during the week of the torch relay.

In addition, Threefold negotiated significant savings over the Council's normal media rates, making this campaign better than cost neutral overall, in terms of additional activity procured.


All of the local athletes featured in the 'Cheer our athletes' campaign won medals at the London 2012 Games and Paralymics. Claire Cashmore won two silvers and a bronze, Hannah Cockroft won two golds, David Stone won two golds and Nicola Adams made history by being the first ever Olympic Women's Boxing Gold Medalist. The icing on the cake for a successful camapaign.

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Leeds City Council
Leeds City Council