Shopping centre’s street renaming campaign wins national award

A marketing campaign to celebrate Leeds United’s return to the Premier League has brought more silverware to the city.

Leeds-based marketing agency Umpf devised the campaign for Trinity Leeds which saw the shopping centre rename one of its streets ‘Marcelo Bielsa Way’ after the Whites’ manager following their promotion this summer.

News of the street renaming was reported around the world with images of Marcelo Bielsa Way beamed across Australia, America, Argentina, Brazil, Chile, Croatia, Egypt, France Indonesia, Iraq, Lebanon, New Zealand, Norway, Russia, South Africa, Spain and the United Arab Emirates.

More than 800 news outlets covered the story which made headlines in UK national newspapers, BBC Radio 5 Live and Sky Sports News where it was one of the top trending stories of the day.

The campaign won PR Stunt of the Year at the national Creative Moment awards, beating initiatives from AirBnB, the Bank of England, giffgaff, Three and Sky Arts.

David Maddison, Centre Director at Trinity Leeds, said: “We were over-the-moon when Leeds sealed promotion to the Premier League and we wanted to do something to show our support for the team – and especially the manager – to mark the occasion.

“Our street renaming is a permanent reminder for Leeds fans, and any overseas visitors from his native Argentina, of the team’s incredible achievement.

“Our tribute really caught the attention of the media at home and abroad so I’m delighted that our inhouse team and Umpf have received national recognition from the marketing industry.”