Leicester City Council’s Dock Buildings

Positioning Leicester’s newest innovation hub to support regional business growth

The Challenge

Leicester City Council created Dock 3–5 to do more than offer office space.

As a new market entrant, Leicester City Council’s innovative workspaces, Dock 3–5, faced the challenges of:

Building awareness from scratch
Explaining the value of purpose-built workspaces in a crowded flexible office market
Positioning the building as a centre for innovation, sustainability and community, rather than just desks and square footage

We were appointed to deliver a targeted PR strategy that would launch Dock 3-5 into the regional and sector media, drive visibility, and establish the building as a serious asset for small business growth.

Client

Key wins

59 pieces of digital and print press and social media coverage
65.2K estimated coverage views
1.67M combined audience reach

The Solution

Building visibility for a purpose-built innovation hub

We developed and delivered a strategic PR campaign designed to position Dock 3-5 as a forward-thinking workspace, championing innovation, collaboration and sustainability.

Our work included:

Development of core messaging and narrative around Dock 3-5’s purpose-built design, tenant support and sustainability focus
Press release creation and distribution to local, regional, business and sector media
Strategic media targeting to reach audiences in property, construction, sustainability, startups and small business sectors
Thought leadership content exploring the role of innovation hubs, flexible workspaces and eco-conscious buildings in supporting SMEs
Ongoing press office support, identifying reactive opportunities and visibility hooks
Amplification through social and digital channels to extend reach beyond traditional media

We were keen to capture the attention of ambitious SMEs, innovators and growing businesses, while also establishing these purpose-built workspaces as a credible, high-profile destination within the city’s business and innovation landscape.

Our approach positioned Dock 3-5 not just as a building, but as a business enabler, and a space designed to help innovative companies connect, grow and thrive.

The Results

Establishing Dock 3–5 as a credible regional business destination

The project delivered consistent, high-quality coverage across regional, business and sector media, positioning Dock 3–5 as a serious player in the innovation and workspace space.

We secured:

Editorial coverage across regional, trade, and business publications, including Business Insider, The Business Desk, Orbital Today, the Leicester Mercury, and Niche Magazine
Digital and print coverage highlighting Dock 3-5’s role in supporting SMEs, innovation and sustainable workspace strategies
Backlinked coverage that strengthened Dock 3-5’s SEO performance and online authority
Increased recognition of Dock 3-5 as a centre for collaboration, sustainability and business growth