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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