The Northern Powerhouse

The Challenge

Red Havas was tasked with increasing awareness of the Northern Powerhouse brand among the SME business community in key regions in the North. The Government wished to increase optimism for growth in the North and drive enquiries to the Northern Powerhouse Investment Fund, helping harness new market opportunities presented through the Industrial Strategy.

The Northern Powerhouse

The Solution

Red Havas undertook Meaningful Brands research into how SMEs viewed the Northern Powerhouse and what barriers were stopping them engaging with it and growing their businesses. These insights informed a Merged Media strategy we called Northern PowerUp. We created a Northern PowerUp roadshow and engaged political and business stakeholders to speak and attend the events. Crucially we put the spotlight on regional businesses which were already engaging with the Northern Powerhouse and had tangible growth results to inspire others. Key media were secured as moderators for the events and Red Havas created a full content suite to promote them before, during and after, including paid social, PR and an event microsite.

The Results

44 pieces of earned media secured for five events including BBC broadcast
More than 6m Facebook impressions, 700,000 1XL impressions and 902,654 mobile impressions. More than 12,000 organic impressions on Twitter and LinkedIn
Full opinion survey was taken after each event. 72% of delegates rated speakers as ‘excellent’
13 new finance leads for SMEs. 158 requests to join Northern Powerhouse mailing lists


B2B, public affairs, corporate, business, investment, brand marketing, merged media, PR, social, analytics