English Heritage pitches for regional shops

English Heritage is staging a series of pitches in a bid to create its first network of regional PR agencies.

Following a strategic review of comms, led by corporate comms director Christine Wall, greater emphasis will now be given to regional PR.

For the first time, each of the six regions of Yorkshire, the south-west, the south-east, London and eastern England, the north-east, and the central region gains its own designated agency.

Each will report to the regional marketing managers and it is hoped appointments will be made by the summer, when a series of nationwide promotional events is set to take place.

Senior comms manager Christine Gray said: 'They (the successful agencies) will be there to increase the knowledge of English Heritage visitor attractions in each of the regions, increase the number of visitors and raise the profile of our membership.'

Also, following the review, English Heritage will retain its national PR agency Direct PR, which has worked on the account for five years.

The body will also carry on using the Government News Network for assistance on press releases.

Gray said Direct PR would work alongside the successful regional agencies on nationwide events. These include the body's flagship promotional event this year, its first Festival of History, which takes place at Stoneleigh, Surrey, from 9 to 10 August. Other events include a series of Elizabethan festivals.

English Heritage is responsible for England's historic buildings and monuments, and is officially known as the Historic Buildings and Monuments Commission for England.

It is funded by the Government and through money earned from its properties.

Boosting revenue from these properties is seen as a key part of the regional PR agencies' brief.

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