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Leeds agency to promote bid to build Europe’s tallest observation wheel


Leeds-based Brand8 PR has been appointed by World Wheel Company to handle all PR regarding its proposed plan to build Europe’s tallest observation wheel on Newcastle Quayside.

Standing 140 metres high, the observation wheel – dubbed ‘The Whey Aye’ in celebration of its location – will be five metres taller than the London Eye. The project would see more than £100m invested in the city and up to 550 jobs created.

The wheel will also have a world-record breaking 10,000 sq m LED digital screen as its centrepiece, which will be used to communicate information about local culture and events as well as social media content and advertising.

World Wheel Company chief marketing officer, Nigel Hartley, said: “The agency’s combination of public relations, content marketing, social media and search consultancy provides us with the integrated strategic advice and effective delivery we require to help activate our proposals.”

It is proposed that the wheel is built at the east end of the Quayside on the location of the former Spillers’ Flour Mill, which was demolished in 2011 and has lain vacant since.

The plans include a pedestrianised experience featuring premium bars and restaurants and a 9,000 sq m visitor attraction called the Giants of the North Experience. 

Brand8 PR managing director, Rob Smith, said: “This one of the most exciting high profile investment and regeneration projects in the UK, so we are very pleased to be working with World Wheel Company to help deliver it.”

Brand8 also works with clients including Avant Homes, property developer Quartermile Developments and law firm Gordons.

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