Shine Communications boss Julia Thistleton-Smith relocates for TV show

Shine Communications' co-founder is to move to a deprived former colliery village as part of an innovative new brief to help transform the area's image.

Featuring in BBC’s Village SOS: Newstead
Featuring in BBC’s Village SOS: Newstead

Newstead in Nottinghamshire is one of six UK villages set to feature in upcoming prime-time BBC show Village SOS.

The programme is funded by the Big Lottery Fund, which has awarded Newstead a grant of £433,140 to help revive the community through new business ventures.

Shine will work on an overarching brief to help support Newstead's regeneration efforts, with Shine co-founder Julia Thistleton-Smith moving to the village for one year to head the account and act as ‘village champion'.

Village SOS is aimed at inspiring UK rural revival and improving the quality of life for local people.

Newstead has suffered severe social deprivation since the closure of the colliery in 1987.

Shine MD Rachel Bell said: ‘We see social enterprise as an area of increasing importance for helping communities in a time of increased austerity and many members of our team are keen to use their
entrepreneurial skills to help tackle social issues.'

Newstead plans to turn the 220-acre site of old spoil heaps into a thriving country park.

Activities planned during the year include a music festival to be held in September, the construction of a community-built eco visitor centre and the conversion of the former mining ponds into commercial fishing lakes.

Shine will provide strategic business and marketing mentoring, regional and national PR for the music festival and an overarching brief to help transform the community's negative image.

The agency previously worked on a project basis with the village to help it win the lottery grant and secure its appearance on the TV show.

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