The Bedfordshire town wants to attract new businesses and residents in line with the Government's Sustainable Communities Plan on housing development. The region's major industries span food and drink, professional services and manufacturing.
Icas MD Emma Wright heads the account, reporting to Bedford Borough Council service team policy manager Richard Woodhall.
Wright said the campaign will feature ‘a hardworking press office, focusing on ad hoc, opportunistic PR, and a series of research-based news stories'.
The town has just over 80,000 inhabitants.
‘Bedford has been undersold for many years, even though it is a great place with lots of opportunities and things to offer,' said Woodhall. ‘The Bedford Development Agency board agrees that a profile-raising PR campaign is essential - we want to create "talkability", and position Bedford as an exciting place in which to live and work.'
Bedford - a 35-minute train journey from London - has been earmarked for 16,000 new homes by 2016, expected to be cheaper than similar properties in the capital. In a bid to keep residents in the town, the local council has also committed to a town centre renovation project by 2021 to make it more ‘alive'.