New campaign to help people outside Sheffield discover the city’s uniqueness

27th June 2022

Sheffield’s uniqueness is being celebrated in a new campaign aimed to help people discover what makes the city such a distinct destination to live and study.

Sheffield City Council and the city’s two universities have teamed up on the innovative project to promote Sheffield’s individual personality which makes it unlike any other major city in the UK.

With its unusual combination of industrial heritage and expansive green space, a vibrant city centre on the edge of the Peak District National Park, and a renowned music scene coupled with a historic theatre quarter, it has something for everyone – yet many people outside the Sheffield postcode are unaware of everything it has to offer.

Sheffield is the fourth-largest city in England but is regularly voted one of the friendliest cities in the country, offering new students from across the globe a sense of belonging.

It is the greenest city in the UK with 22,600 acres of green space, more than 36,000 trees and an impressive level of renewable energy production.

With its thriving nightlife, popular independent scene, outdoor sporting activities and home to one of the longest and largest city-based festivals, Tramlines, Sheffield has long been a much-loved destination for students. Around 60,000 students from over 150 countries study in Sheffield each year and many choose to remain in the city after graduating - benefitting the city culturally and economically.

A report from Universities UK International (UUKi) and the Higher Education Policy Institute found that international students bring £313 million worth of benefits to the Sheffield economy, reflecting Sheffield’s global reputation for teaching and research.

The Sheffield: Your University City campaign will be promoted to prospective students up and down the country through a creative campaign with a video sharing what people love most about the South Yorkshire city as its centrepiece.

The film, which sees three prospective students travelling on a bright yellow sofa through some of Sheffield’s most recognisable places and major annual events, will be aired on tv and shown in cinemas.  

Professor Koen Lamberts, President and Vice-Chancellor of the University of Sheffield, said: 

"Our students, who come from more than 150 countries, have long known that Sheffield is special and different from other cities in the UK. It is truly a unique place to live, work and study, and that is why so many of them choose to make the city their home after graduating. 

"We are delighted to be working in partnership with the Council and Sheffield Hallam University to celebrate the city and to help others discover what Sheffield has to offer."

Professor Sir Chris Husbands, Vice-Chancellor of Sheffield Hallam University, said: 

“Sheffield is a vibrant city bursting with opportunities. Its global community of students enriches the city’s cultural diversity, and offers a fantastic environment to make connections, learn new skills, build knowledge, and most importantly, experience life.”

Cllr Martin Smith, Chair of the Economic Development and Skills Policy Committee said: 

“Sheffield is a brilliant place to come and study, and with more than 60,000 students, we are a really popular choice. We are England’s fourth-largest city and as such there are a huge number of different things to do and see – you can go from watching a headline act at Tramlines to taking your bike out into the Peak District in the same weekend.

“We might be close to other big cities, but we have our own distinct brand here and time and time again it’s the friendly people and welcoming communities that make people want to stay – as well as our excellent nightlife of course!

“It’s great to be able to work with both Sheffield Hallam University, the University of Sheffield and Sheffield City Council to promote our city and world-class educational facilities and I hope that it will encourage even more people to come and have a look round and see what’s on offer for themselves.”

To find out more about the campaign, please visit: or follow @VisitSheffield on social media.

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