EEDA hires shops for regeneration push

The East of England Development Agency (EEDA) is to launch a campaign to promote European investment in the region.

The European Structural Fund Programme is helping to finance a series of major building projects such as shopping centres and the regeneration of town centres with a £300m grant. EEDA hopes the money will help it reach its self-imposed target of generating 400,000 extra jobs in the region by 2010.

Shorthose Russell has been appointed to run the media-relations-based campaign and promote each project individually after a competitive tender.

‘We want to make sure people know this money is being used constructively, making the region innovative in its enterprise,’ said an EEDA spokesman.

The campaign will target residents, businesses and public-sector organisations in the region, which covers Cambridgeshire, Essex, Hertfordshire, Bedfordshire, Norfolk and Suffolk, promoting the 120 projects funded by the European grant.

Infrastructure projects include the £17m Southend-on-Sea town-centre regeneration project, which has benefited from a £5.4m grant from the European Structural Fund Programme. Grants have also gone to training bodies such as Norfolk Business Link, which helps support SMEs.

The agency is one of EEDA’s newly appointed marketing services roster, which also includes PR agencies Omobono, Camargue and Athene Communications. In all, nine agencies and two freelance writers secured a place on the roster following 30 applications and over 100 expressions of interest.

l EEDA has awarded its £80,000 food and drink account to Nexus Communications. Nexus will promote the region’s produce and its hospitality industry.

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