A multimillion pound advertising campaign to promote Leicester’s new Highcross development has been created by Rees Bradley Hepburn.
The campaign, which launched last week is looking to encourage civic pride and celebrate the cultural diversity present within the city.
Michael Holland, brand experience manager at Highcross, said: “Essentially, Highcross is a development for the people of Leicestershire, something which was highlighted by the high level of community involvement in our launch.
“We wanted to achieve the same level of engagement with our advertising campaign whilst showing off our beautiful county and revitalised city in all its glory. The people of Leicester have now got the city centre they’ve been waiting for; one which rivals many other cities across the UK and is arguably the best in the East Midlands.”
The multi media campaign which includes television, billboard and radio advertising - centres around a poem created especially for Highcross by RBH.
The campaign features different people taking phrases from the poem and creating personal pieces of art from them, essentially turning Leicester into a large art installation.