When we pitched to Bradford 2025 to support their bid for UK City of Culture, our communications proposition was simple: improve the tired, damaging narrative around the city. The aim was for Bradford to take back control of its own story and restore confidence to – and in – this misunderstood, culturally exciting district. Out with the justifications; in with the recognition the city deserved.
This project had collaboration at its core. We started by asking 20 national journalists, all with Bradford roots, to imagine the headlines they wanted to see about the city in 2025. This laid the foundations for our campaign, grounded in real voices and community pride. By spotlighting Bradford’s diverse stories, we won over the media, while garnering local support and investment by demonstrating the value of the title. Ours was a consistent, long-term strategy that prioritised stakeholder engagement and positive press coverage.
Bradford won its bid to be UK City of Culture 2025. What’s more, its narrative had already changed; we secured more than 650 pieces of positive media in one year alone. By the time Bradford’s year officially began, the coverage from The Guardian read, “Line by line, Bradford – through the City of Culture – began to take control of its own story”. Exactly as we had set out to do.
“Through a strategic communications campaign that told Bradford’s story on its own terms and in its own voice, Anita and her team ultimately helped us to secure the UK City of Culture title.
Their ability to offer long-term strategic thinking with the insight that comes from delivery on the ground has been a valuable combination, allowing us to build on our own capabilities at a time of extraordinarily heightened activity.”
“Animo PR’s in-depth knowledge across the cultural, regeneration, corporate and property sectors has helped us to demonstrate the value of the Bradford UK City of Culture title as a driver for inward investment, skills development and job creation. It’s why we, as a Council, have put culture at the heart of our 10-year strategy for socially inclusive regeneration.
We see Animo PR as key in continuing to help us put Bradford on the map on an international stage.”