The Job:

County Durham / MIPIM Investment Film

The Brief:

Making the case for investment in County Durham

County Durham needed a film that could present a broad investment proposition clearly to an international property audience at MIPIM.

The story went beyond individual development sites. It needed to bring together the region’s development pipeline, connectivity, talent, business base, quality of life and future opportunities into one concise film.

Working with brand agency Brandery, the film was built around the campaign idea “Powered by People”, using different aspects of the place and its people to organise the investment story.

The Challenge:

Place-investment films have a lot of ground to cover.

Potential investors need to understand the development opportunities, but also the wider picture: who is already there, how well connected the area is, where the talent comes from, what is being invested and what kind of place it is to live and work.

The challenge was to turn all of that information into a story that could be understood quickly in a busy MIPIM environment.

The Approach:

To structure the film around a series of simple themes.

The film used the “Powered by People” theme to structure a wide range of information, moving through areas such as business growth, connectivity, talent, quality of life, culture and future development opportunities.

We combined live-action footage, drone imagery, CGI and motion graphics with key evidence about the region, including its £3.4 billion pipeline of projects and investment, strategic development sites, transport connections, established businesses and Durham University.

The aim was to make a wide-ranging proposition feel simple, memorable and easy to follow.

Why It Worked

The film brought together all sides of the investment story.

Specific developments and future opportunities showed where growth was happening, while the wider story around talent, connectivity, culture and quality of life helped explain why Durham was an attractive place to invest.

That gave County Durham one clear piece of communication that could present the region as a whole rather than a collection of separate sites and statistics.

Client Feedback:

"I worked with Daylight on an Airport City Manchester project to produce one mini film and a series of short adverts to help promote the progress made on the development. Their commitment to the project was evident from the start and didn’t falter throughout. Very early mornings and some late nights’ hard work resulted in the production of some excellent content.

Their attention to detail and creativity were perfect for this job and his flexibility in dealing with any changes and updates made from our end were accommodated without any fuss.

I wouldn’t hesitate in recommending Matt and his superb team for any moving image work your business may require.

First class."

Matt Leigh, 

Marketing Consultant

www.airportcity.co.uk

We have over 15 years experience making authentic films for businesses in Manchester, London and beyond.
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