Entered by Marketing Sheffield

Sheffield is the 4th largest city in England, yet consistently flies under the radar. This is not by design, but a product of the ‘get on with it’ mentality of a post-industrial city of strong-willed but friendly people who aren’t bothered about shouting about themselves. However: urbanism, foreign investment, culture and booming new sectors flourished in spite of austerity, and the City Growth department of the City Council recognised the time was right to capitalise on creating a place brand for Sheffield that would address all external audiences – as well as work internally for residents and stakeholders.