Raising awareness for Derby's bid to become UK City of Culture 2025 through a combination of national media coverage, press trips and A-list celebrity engagement.

The Brief

AM+A were contracted to increase awareness of Derby’s bid to become the UK City of Culture in 2025 and generate publicity about the city’s rich cultural offering. We needed to generate significant national coverage within a three-month contract period to help Derby reach the next stage of the bid.

Our Solution

Identifying key solutions for the need for culture in: the community, local economy, climate change action, cultural communities 

National media coverage - AM+A successfully generated publicity in national newspapers as well as online travel and business publications utilising key hooks such as Derby’s manufacturing history and A-list alumni.

Press trip programme
- AM+A organised two comprehensive press trip programmes with leading national journalists to experience different aspects of Derby first hand. Our press trip itinerary for The Guardian focused on Derby’s vitally important role in the UK’s manufacturing industry whereas our itinerary for The Independent showcased Derby’s thriving arts community.

News announcements
- AM+A distributed a variety of press releases regarding Derby’s vast cultural offering and the city’s rich history, which includes the world’s first factory, to our database of leading travel, business and economic contacts.

Working with a Hollywood star
- AM+A worked with Derby hometown hero Jack O’Connell, the actor famous for his iconic roles in Skins and This Is England, to promote the City of Culture bid. Jack’s passionate support of Derby’s bid resulted in coverage in major publications including the Daily Mail, Daily Mirror and BBC News.

Working with the local community
- AM+A arranged a meeting with over 30 local businesses to raise awareness of the bid and increase public support.

What They Said

The Results

This coverage had a total reach of 20,230,101 and a value of £874,215

For every £1 Derby spent, we generated a reach of 3,369 and returned over £45 worth of value

AM+A organised press trips for The Guardian and The Independent

High profile coverage for Derby's UK City of Culture 2025 bid included:

The Guardian and Observer - Derby hopes its culture club bid will power up industrial mecca

The Independent (print and online) - Inside Derby’s bid to become the next UK City of Culture

Yahoo! - Inside Derby's bid to become the next UK City of Culture

Techregister - Inside Derby's bid to become the next UK City of Culture

Daily Mirror (print and online) - Hollywood's Jack O'Connell backs his hometown Derby for City of Culture 2025 ​​

Daily Mail - Actor Jack O'Connell proudly reveals he is supporting his hometown Derby to become the UK's City of Culture 2025

BBC News - UK City of Culture: Stars back Derby's bid for title

Business Live - Hollywood star Jack O’Connell backs 2025 UK City of Culture bid 

Irish Mirror - Hollywood's Jack O'Connell backs his hometown Derby for City of Culture 2025

AboutMyGeneration - Derby, City of Culture

The Cultural Voyager - Derby, City of Culture

Skills & Services Delivered

PR strategy development and implementation

Destination representation

Press trip management

Press office services

Content creation


Celebrity engagement

Recent Work