Pierre-Yves Gerbeau, the hero of the Millennium Dome saga, has retained Edelman Public Relations Worldwide to work on his consortium's bid to buy the attraction.
The agency will help Gerbeau persuade the Government and the public that Gerbeau's New Dome Partners consortium is the right one to take over the Greenwich site.
Gerbeau, along with James Palumbo, founder of the Ministry of Sound nightclub, and investment bank Nomura, plans to make the Dome a global entertainment centre and a world-class visitor attraction.
Edelman was behind last week's successful lobbying of the Government, encouraging it to withdraw Legacy's preferred bidder status, and reopen the bidding for the Dome.
Gerbeau said the campaign was not just about his bid, but also to communicate to the Government that it should have been taking a more business-like approach to the 15 February deadline for Legacy's Knowledge City to prove it could work.
Edelman managing director John Mahony said the campaign aimed to get people thinking beyond a quick sale of the Dome, with a simple message of 'Britain deserves better'. Gerbeau was quoted in the media as saying the Dome should not be sold cheaply, like British Rail.
Gerbeau described Edelman as the 'star of the show'. 'I was very eager with my new adventures for the relationship to continue,' he said.
Edelman was hired by NMEC in February last year, on a specific brief to manage the reputation of CEO Gerbeau, who had just been appointed.
Throughout the rollercoaster of 2000, Gerbeau's reputation remained intact, and he managed to avoid being involved in the political arguments. He even came second in a Today listeners' poll of the heroes of 2000.
What The Media Say, p16.