Regional pitches loom as Xscape unveils PR plans

P-Y Gerbeau this week unveiled the PR strategy surrounding the

roll-out of the Xscape brand and his plans for hiring local agency


The former Millennium Dome CEO said that while the leisure group would

not be looking to take on local agencies for another six months,

regional PR representation would be crucial to the success of Xscape's


Xscape, Capital and Regional's leisure complex and indoor ski brand, is

based at one complex in MiltonKeynes.

But Gerbeau confirmed further centres are planned for Leeds and Glasgow

in 2003, followed by additional centres in the UK and overseas.

He said the company would be looking for regional agencies to handle the

launch and ongoing PR for each new complex.

'It's fine to have a centralised marketing and communications function,

but the needs are so different between national and local,' said


'It's crucial to get the local exposure and knowledge from a PR company

that understands the local issues and can touch the hearts of the media

and consumers locally.'

Xscape employs Edelman PR Worldwide for national media relations and

strategic comms advice, alongside Milton-Keynes-based agency CJP for

regional support at its inaugural centre.

Gerbeau said Edelman will help formulate the strategy and requirements

for local agencies before any pitches take place.

Xscape centres are set to open in Braehead, Glasgow, and Castleford,

outside Leeds, next summer.

Campaigns, p13.

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