Feltham to get an image makeover

Feltham, the Middlesex town often maligned for its dilapidated centre and nearby young offenders’ institute, is to be the subject of a campaign to promote its ‘rebirth’.

Real estate firm DTZ has taken on retail specialist Primal PR to promote a £100m regeneration programme.

The campaign will publicise a one million sq ft retail, leisure and accommodation complex. It will encourage companies to take up retail slots – Next, Matalan and Asda have already bought space – and consumers to snap up flats, ahead of an official October opening.

Primal will target regional press to generate local pride, and will drum up national interest by recruiting a high-profile figure, such as Deputy PM John Prescott or London Mayor Ken Livingstone, to open the centre.

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