Leicester appoints Hopwood to regeneration brief

Leicester Regeneration Company (LRC) has hired local agency Hopwood to promote its regeneration strategy as the first construction projects get under way.

Hopwood replaces incumbent Leicester Shine Promotions, a tourism and inward-investment specialist that did not pitch to renew its two-year contract.

LRC launched the city’s ten-year regeneration master plan two years ago, but it is only now that planning permission has been awarded and construction sites are being prepared, said account executive Emma Taylor.

The master-plan offers three key developments: a science and technology park based around the National Space Centre, a residential housing development along the canalside, and a ‘new community development’ in the St George’s district of the city with up to 2,000 new homes, a health centre and a primary school.

Leicester railway station is also set for a revamp with plans to build 500,000 sq ft of office space in the adjoining area.

Taylor said: ‘The new business quarter will be part of the case we are making to the Office of the Deputy Prime Minister as a selling point to attract civil service jobs to the area.’

Hopwood will manage a week-long consultation drive to gauge public opinion on the city’s regeneration programme.

Local paper The Leicester Mercury is up to help promote the campaign as it progresses. ‘We will also give updates to wider local press as well as the property and investment press,’ Taylor added.

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