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WORK/Strategy/Horton Gateway

After winning the region-wide pitch, BANG™ was tasked with developing a brand strategy to attracting inward investment and tourism to Horton Grange, one of Bradford’s most deprived inner-city areas.

Government statistics placed Horton Grange amongst the UK’s most deprived areas. These statistics were supported by locals; it seemed everyone had a story to tell.

Horton Gateway logo

As with any agency worth its salt, BANG™ refused to accept a brief based purely on the perceptions of those closest to the brand. Through Brand Truth™ we separated fact from myth, and created an identity for Horton Grange.

Through careful research and work with the community, we replaced the unpopular political name, Horton Grange, with the more positive Horton Gateway in recognition of the area’s importance as a key gateway into Bradford.

Enterprise

We crafted an investment proposition based on the thriving levels of commerce and entrepreneurship amongst the Black and Minority Ethnic Community.

Learning

We strengthened the areas links with the University and College, creating an international education brand for the area.

Culture

We then built a destination brand around the areas gems, proximity to the popular visitor attractions of the National Media Museum, the Alhambra Theatre and Bradford’s mouth-watering ‘curry mile’.

The launch strategy included an extensive, highly strategic media campaign. Targeting our audience both on and off line, it included airport advertising, city centre 48 sheets and motorway hoardings, as well as direct mail and search engine marketing.

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