c

1. Introducing the brief
For this project, I have been asked to produce a promotional video on the City of Sunderland. The
project consists of a 90 second clip filmed and edited by me to promote the city of Sunderland.
The purpose of this task is to entice a new range of people into visiting the City of Sunderland and
exploring what there is to do there. The video will be engaging by using short clips of various
attractions around Sunderland, which may interest the audience.
My primary audience is people aged 16-21. I would say the audience is DE as many are still in
education. For this reason, I will include things that are cheap, yet fun to do, to entice them. For
example, the museum and winter gardens is a free attraction in Sunderland. This will appeal to the
target audience as not only is it free, but there're also many things to see and do there.

2. Research on culture in Sunderland
For my project of 'filming in the city of Sunderland' I conducted a group research with my other
classmates. We looked into various things such as: places on google maps, crown work studios,
various quotes that can be included into our final edit. We also looked at success stories of celebrities
that are local to the city of Sunderland, various venues, websites and event listings of entertaining
things to do while in Sunderland and creative studies – places that may be interesting to those
studying creative studies: whether that's university where you can further that education or just places
that may be of interest.
The first steps of this project was to research into the culture of Sunderland. This is the group research
that me and my classmates have produced on the culture of Sunderland. This research is a key asset
to the project as it allows me to understand more about Sunderland culture and help me to make
informed decisions as to where I would like this project to go.

3. Crown Work Studios.
Crown Works Studios will be one of the
largest and best equipped filmmaking
complexes in Europe which is good because
it means its local to us and not too far. The
project has the active support of Sunderland
City Council.
Their studio will be a global player and will
need our regional crew workforce, and the
highly experienced world class talent from the
region - who had to leave for career
progression to come home.
Construction is projected to begin this year
and end in 2027 but the scheme is
dependent on government support and
subject to planning processes.
Crown Works Studios will include production
workshops and office space, a vendor village for
supply chain businesses, administrative and social
facilities, a multi-storey car park and an extensive
backlot.
The plans are described by city leaders as “the
single most significant
development announcement to come out of
the North East in decades”

4. Google Maps
For this part of the research, we searched on google maps various
locations around the city of Sunderland. We took note of places
that may be of interest of those working in creative studies. For
example, Sunderland empire or the recently added fire station. We
kept in mind our target audience of 16-21 year olds while selecting
these locations and I ensured when it came to filming and
conducting the promotional that I filmed these places as I believe
they will be of interest to the audience.

5. Quotations
We gathered a couple of quotations from key people in Sunderland which I plan to include in my final edit of my
promotional video. They offer encouraging words about what to do in the city of Sunderland. By using these, I hope
to appeal to my audience as they can view other people's perspectives when watching the promotional video.
“Musicians and artists have always needed places to be,
to share and congregate, and we hope we provide
that.” - Michael McKnight, owner of pop recs.
“Seeing people develop, grow and contribute to
the cultural life of the city is what makes us tick.”
- Laura Brewis, Project Director of the Next Steps
programme

6. Success stories
• Josh Kelly – boxer record: 16:1:1​
• Jordan Henderson – footballer (Sunderland, Liverpool)​
• Jill Scott – footballer​
• Jordan Pickford – footballer (Sunderland, Everton)​
• Charlotte Crosby
• The futreheads
• Tom A Smith
From this research, we gathered that a lot of the famous
people from Sunderland are sporty. Sports figures will better
connect with the youth and fit into the 16-21 demographic.
There are also iconic reality TV personalities such as Charlotte
Crosby, this will also connect with the target audience as 16–
21-year-olds are more likely to watch reality TV and recognise
such people.

7. Venues, webistes and events listing
Stack:
Stack, in Seaburn, offers loads of different events for
young people. As a retail outlet it has bars, entertainment,
street food and more while also putting on cocktail events
which fits the age range for over 18s to 21-year-olds.​
This research allows us to think what other events in bars
and restaurants may be happening over Sunderland and
what we may be able to include in our video.
Sunderland Empire:
Sunderland empire is a big focal point of
the Sunderland which showcases shows and
performances for all age ranges. It offers entertainment
to young people through the West end productions that
are showed there. This is alongside youth theatre
groups which includes the projects age range of 16–21-
year-olds.​
This research gives ideas on what we can film
as cultural points in Sunderland and informs us
on information we can include in our video to show
what Sunderland has to offer.
Sunderland Freshers Week:
Sunderland Freshers allows young students a
chance to meet each other and socialize. For our
video age range, this is a good event
to include as most people
will experience Freshers when they go to college
or uni.​
This research gives me ideas of similar things we
can include in our video which will appeal the age
range.

8. Getting to know the audience
To better understand my audience and their interests, I conducted a survey with questions surrounding creative
studies and Sunderland. I used the results to help me with moving forward in my project. For my survey, I
asked people that were in the target audience (16–21-year-olds) to fill it out.
From the results, I
gathered that people like
to visit the shops and
winter gardens. Because
of this, I will ensure to put
clips of these attractions
into my final project. I
also learned that the
majority of people keep
up to date with things
ongoing in Sunderland
via social media.
Because of this, I will
make sure to post my
project on social media
to be able to reach a
wider range of audience.

9. Market research and Analysis
For the next steps in my project, I researched and analysed existing promotional videos to get a better
understanding of what they include. From this analysis, I will adapt my own project to match the various methods
used such as the mise-en-scene, the type of non-diegetic audio used and camera movements.