Business Link – positioning as key player with corporates
Business Link Yorkshire appointed Northern Lights to maximise its sponsorship of the annual Yorkshire International Business Convention (YIBC) run in Harrogate and Bridlington and attracting more than 1,500 of the region’s top business people.
The challenge was to position Business Link as a relevant key player to larger established businesses, partners and professionals.
We created a ‘Bucking the Trend’ competition leading to 60 quality entrants. Some of the region’s top business leaders, all appointed as Business Ambassadors by Rosie Winterton, Minister for Yorkshire and the Humber, agreed to judge the competition and offer mentoring sessions as prizes.
At each venue we set up a cutting edge and vibrant sponsor’s area with graffiti wall where artists illustrated delegates’ ‘bucking the trend’ tips. A Twitter profile was created with live Twitter feeds from delegates displayed on plasma screens on the stands.
VIP business breakfasts at each venue created a buzz and positioned Business Link from the start with regional leaders.
Considerable regional and trade coverage achieved and ‘Bucking the Trend’ even reached 10 Downing Street – as a result of the competition win, recruitment company M2R was invited to meet Gordon Brown.