Beattie was tasked with a PR campaign to generate sustained media coverage when the University became a base for Leeds Children’s University. This was part of the nationwide Children’s University Trust initiative that aims to raise the aspirations and achievements of young people.
Our campaign focussed on maximising media coverage and awareness of the appointment of the first Leeds Children’s University Chancellor – England and Liverpool football player, James Milner. We announced the official launch of Leeds Children’s University and James’ arrival by staging a football workshop and the inaugural Leeds Children’s University Graduation Ceremony and a Chancellor Installation Ceremony organised by the University. These interactive events offered a wealth of filming, photography and interview opportunities for key print, broadcast and online media.
Following the announcement, Beattie successfully educated the media on Leeds Children’s University. In total 34 pieces of coverage were generated across all target regional, trade and education titles, along with national pieces in The Sun, Mail Online and ITV.com. This achieved an AVE of 165,097 and an audience reach of 59,046,273.