Luton First bids to shift perceptions

Luton Council-backed body Luton First has launched a PR campaign in a bid to improve the town’s image.

The marcoms push – which includes £20,000 of ads in trade magazine Press Gazette – will tackle journalists’ ‘out-of-date’ and ‘undeserved’ view of the town.

PR work will support a year-long ‘light-hearted’ ad campaign. Luton First press officer Nik Earl said: ‘The message here is that things are not necessarily as they seem at first glance.’

Luton First is a partnership of public bodies and local firms.

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