Spanish armada comes in peace to forge lasting links between two cities

IF it was an invasion, then it was a benign one. The plan was hatched from a marketing office in the corner of central Leeds and more than 100 troops assembled on an airfield, before breakfast, ready to launch their attack.

Little more than 60 hours later, this Leeds armada returned from Spain weary but emboldened. Each person came back with their pockets stuffed, not with weapons and gold but with business cards and the hope of lucrative contracts in the Catalan market.

Barcelona was bombarded. In a relentless few days, Leeds businesses, the city's marketing body and its council met their Spanish sector counterparts, trade bodies and the mayor, visited the stock exchange and put on talks to sell Yorkshire's business capital.

Local decision-makers came to listen to what Leeds had to offer, particularly in finance, law, health, tourism and culture, and drafted in the British ambassador to bang the drum.

Delegates fanned out across Barcelona to meet as many contacts as possible, charming and occasionally cajoling. One of the setpiece events was the International Business Network (IBN) and the delegation brought Giles Paxman, the British ambassador, to lead the cheers for Leeds in the 14th century Casa Ilotja de Mar and highlight the cities' shared histories.

He said: "The industrial and commercial process in the two areas has been quite similar. They both knew a big industrial revolution that was based on some of the industries of the early 19th century – the textile industry was a big motor for both economies.

"Although they have managed to keep a strong industrial tradition, a strong manufacturing tradition and a strong exporting tradition they have managed to recycle themselves into many of the new areas of the new millennium and the new globalised economy."

The festival, organised by Marketing Leeds and UK Trade & Investment, used design guru Sir John Sorrell as its secret weapon. The chairman of London Design Festival, whose charitable foundation works with Leeds College of Art and Design and the city's schools to get more young people involved in the creative industries, was in Barcelona to foster links between the two cities' creative sectors.

"Leeds has got some fantastic (creative] institutions and they are very positive and gung-ho."

Sir John, a UKTI business ambassador, cited Yorkshire's choice of dance companies – two of whom, Phoenix and Northern Ballet Theatre, performed in Barcelona – and figures showing the county has Britain's fastest-growing creative sector. His argument was not just about money, but about being inspired.

"Creativity is what sets the human race apart. It helps us solve the problems we face and makes the world a better place to live in."

The IBN drew representatives from across Barcelona's business community but Leeds delegates also had more meetings with Spanish firms, sector-by-sector, than at the preceding event in Milan in autumn 2008. This meant they had a chance to make more industry contacts – something which particularly benefits the tourism industry.

Despite fears that the recession has damaged Britain's image on the continent, holidaymakers are flocking here because of the weak pound, according to Peter Dodd, director of international sales at Welcome to Yorkshire.

"We are trying to persuade people to come to the Yorkshire countryside, we are also trying to say that Leeds and Yorkshire is a great place to work, live and play.

"We are getting the same numbers but they are actually spending more. We would like more numbers and spend (to go] up as well."

Leeds Hotels Association and Welcome to Yorkshire put on an event for bloggers and invited them to Yorkshire later this year.

Deborah Hindley, manager of the association, said: "It's the people who are familiar with what Leeds has to offer and it's about making them make a decision to come, and to bring business."

LHA and Welcome to Yorkshire also met international conference buyers in the hope they would bring their events to this region. Mr Dodd added: "We need to persuade them that beyond London there is a great conference product in Leeds, universities, a hotel sector which can deliver a great value offer. The challenge is once we have got them here for a conference you will see them come back

for leisure visits."

The relative success of the tourist industry belies the fact that Yorkshire's economy has had a grim 18 months. Yet the financial crisis does not seem to have dented the region's reputation in Barcelona. Spain is already a strong market for Britain, taking 3.2 per cent of our exports – China, the rising economic power, takes only half that amount – and could be even stronger if the contacts made last week endure. "The mission is just one part of what we are doing," said Deborah Green, chief executive of Marketing Leeds. "We forged relationships and a platform to allow Leeds businesses and organisations to reap considerable opportunities."

Much of Leeds in Barcelona was planned last year, when Britain was mired in recession, but it still attracted a 115-strong delegation, with all the businesses paying for themselves.

"We had no doubt it was the right thing to do," said Ms Green.

"The time to build those relationships is when we are not doing so well."

Marketing Leeds's campaign included public relations, social media and blogging, and a partnership with La Vanguardia, the highest circulation newspaper in Catalonia, all to hammer home the city's message.

Speeches from Sir John and Mr Paxman, as well as meetings with Jordi Hereu, Barcelona's mayor and Martyn Warr, the Hull-born UKTI director for Spain and Portugal, meant Leeds businesses won "huge credibility" as well as banging the drum for the city, Ms Green added. "While in Barcelona, these businesses and organisations act as ambassadors for Leeds, telling the rich story of its business and cultural capabilities."

Gary Williamson, chief executive of Leeds, York and North Yorkshire Chamber of Commerce, said the event worked because it was "expert to expert rather than generalist to generalist".

Businesses laid aside their allegiances to speak up for the whole city region, he added.

"People were not just ther as lawyers, for example, or from Opera North. They were there because Leeds is a great city.

"It was exactly what we should be doing and what we need to do more of."

Mr Williamson said Britain could also learn from Spain's willingness to devolve to the regions a larger share of budgeting decisions.

Of course, there are those are remain cynical about such trips. But Leeds in Barcelona reflected the tough times in which we live. It was shorter than the previous event in Milan, busier and, in its breadth of activity, bolder. Businesses will get knocked for going but they are entitled to ask: how can you win foreign contracts without going abroad?

Return visit from Catalan lawyers

A group of 20 Catalan lawyers will visit Leeds in June after the city's industry body signed an agreement with Barcelona Bar Association (BBA) to work more closely together.

Leeds Legal will also take part in a combined delegation with Creative Leeds, the new body set up to promote the city as a centre for creative and digital excellence, in autumn. Leeds, which remains the largest legal centre outside London despite the recession, has a strong reputation for its intellectual property work.

Leeds Legal chairman Alan Baker said the organisation also hopes to win EU funding for an exchange of lawyers between the city and Barcelona and that Leeds-based Phoenix Dance would return to Spain to perform at a 300-seat theatre when the BBA holds a conference for European lawyers. Catalan businesses are also interested in investing in Leeds's low carbon, medical and materials and engineering technologies, said Howard Kew, chief executive of Financial Leeds.

"It is important that when we talk to Barcelona we talk about Leeds city region. That

is when we get the understanding from metropolitan Barcelona. We have the critical mass to be taken seriously."

Delegates from Financial Leeds visited Barcelona stock exchange and met contacts from the city's financial sector.

Despite a low turnout among Catalans for a session on raising business finance globally, Mr Kew said he did not believe the economic crisis had weakened the city's reputation in Spain.