"Made in Sheffield," three words which have become synonymous world wide with quality, excellence and innovation - are to be used as the foundations of a major marketing campaign designed to win inward investment and jobs for the city.

Building on the city's "brand," Sheffield First For Investment - the body co-ordinating the drive - is urging entrepreneurs to "Make it in Sheffield."

The first Make it in Sheffield ads are already appearing in newspapers and specialist publications aimed at investors and company chiefs in the City of London, across the UK and abroad.

By December, Sheffield First For Investment plans to be putting the same message over to visitors and the people of Sheffield themselves with a campaign of poster advertising.

"The idea is that new technology businesses can make it in Sheffield just as successfully as the traditional industries did" says Sheffield First For Investment's Marketing Manager Denis Healy, "and we will be applying the 'Make it in Sheffield' message to a series of different images in new technology industries."

The first posters will emphasise the financial success which all types of businesses can achieve in the city by imprinting the Make it in Sheffield slogan on the edge of a pound coin. The same message will appear on a computer key in ads aimed at the Information and Communications Technology sector and on a test tube in ads targeting the medical and biotechnology industries.

Newly appointed Investment Manager at Sheffield First For Investment, Peter Ross, reckons there is already a strong interest in the city from potential investors.

"The number of enquiries we are getting for Sheffield is amazing," says the Edinburgh born property specialist who has worked on a series of successful projects for private developers and development agencies in Scotland and the Midlands. "I think Sheffield has a great future and I was keen to be part of that," said Mr Ross. "Sheffield has got a certain something you can't define. The people are enthusiastic, there's a political will to make a distinct change, to push Sheffield forward. There are people with the willpower to make a step change in Sheffield and there is no doubt it is going to change."

Source Publication: Sheffield Star. 1st November 2000
Last updated: 20/11/00 17:38:00