Leeds Grand Theatre
As part of a major £13.5m Lottery funded redevelopment project, Leeds Grand Theatre attenders took part in a qualitative research project exploring brand image, brand experience and perceptions of programming from a variety of perspectives. The results informed a successful refocusing of the brand away from the concept of 'variety' to a firm association with the unique quality of experience this historic theatre offers. 'A Grand Night Out' became the guiding ethos behind a hugely successful re-launch of the brand and the newly refurbished theatre.