Assembling an integrated launch campaign for Assembly Underground.

Placemaking Objective

Developers Nick Gregory and Richard Sweet commissioned us to help market the launch of their new food and drink venue, Assembly Underground from building work to launch. We assisted in securing tenants for the venue including the linchpin main tenant, Vocation Brewery.

Part of our brief was to set up and manage their social media channels, with support from our own, to create strong awareness of Assembly Underground prior to and up to launch stretching out over 12 months. We used our integrated platforms including printed to support a full awareness campaign culminating in a full capacity launch party.


4,000+ demographically targeted people invited to the huge launch party from a curated list.

430 people confirmed attending (full capacity) with a waiting list outside the venue for one in, one out entry.

Structured and scheduled every aspect of launch party to ensure smooth operation.

628,000 estimated reach of our National and PR campaign.

“We’re new to Leeds and needed a friend and ally on the ground. Independent Life have been that professional friend and partner from the beginning, over delivering on each aspect of their development and launch brief.

They helped us understand the local market and worked closely with us to secure the right tenants and optimise our marketing impact.

Their commitment to delivery ensured the Assembly Underground brand was brought to life in Leeds, culminating in an exceptionally successful launch.”

Nick Gregory & Richard Sweet, Assembly Underground Developers

Our Approach

ADVISED on prospective tenants and successfully introduced their anchor tenant, Vocation Brewery.

KICKSTARTED pre-launch brand awareness with a prominent back-cover advert in our Little Black Book, sponsorship of 10,000 copies and an article inside promoting Vocation Brewery, introducing the businesses to the people of Leeds.

PACKED OUT launch night through a strategic direct mail campaign to engage a hand-picked list of corporate, civic and independent business owners, bloggers and influencers, public, and press.

DELIVERED PR for the completed venue, producing a blog, films and photographs, and acting as positive advocates for the venue.

SHOWCASED their arrival with a double-page magazine promotion, premium online profile, and homepage advert.