How our compelling brand proposition increased footfall

Nottingham city centre is rich in both heritage and retailers. The BID Zone has consistently aimed high to achieve great results in the competitive place marketing landscape.

Design & Branding

It’s In Nottingham – both a brand and a proposition rolled into one with a typographic execution that really gets the point across.


We wanted a high end, fashion feel to imagery that couldn’t have been shot anywhere other than Nottingham. Our art direction and Guy Farrow’s photography combined place and panache perfectly.

Brand Activation

We didn’t just market the city centre. Through research and user-insight, we created compelling reasons for people to visit bringing brands to life through events such as 48 Hours of Fashion.

The Statistics

video views

of sales attributed to the event by Ted Baker

increase in sales at M&S during the event

The Problem

We were asked to create a striking new brand experience that would place Nottingham firmly on the map as one of the UK’s leading retail destinations.

The Solution

The first stage of our integrated campaign focused on shoppers within a 40-minute drive of Nottingham, encouraging them to visit for Christmas shopping. We created a style that was sophisticated and fashionable, yet retained the unique personality of Nottingham, drawing inspiration from the city itself, the atmosphere, heritage and multi-faceted retail experience. By focusing on the desires of shoppers, we built on the experiential aspects of Nottingham and everyone’s unique and individual relationship with shopping to appeal to our client’s audience.

To the top! Smokes....

Jacob Bailey London

93 Tabernacle St, London, EC2A 4BA
020 7729 0934

Jacob Bailey Suffolk

1 Woodbridge Road, Ipswich, Suffolk, IP4 2EA
01473 215656

Jacob Bailey Nottingham

Cumberland House, Nottingham, NG1 6EE
0115 684 0990

Jacob Bailey New York

215 Water St, Ground Floor, Brooklyn, NY 11201
+1 (646) 851 2260