Public Sector: Campaign breakdown - Shoreham Harbour

Agency: Natural PR
Client: Adur District Council, Brighton & Hove City Council and West
Sussex County Council
Timescale: Now-November 2010
Budget: Undisclosed

- The lowdown

Three councils have launched a partnership to achieve economic growth in the Shoreham Harbour area on the Sussex coast and Natural PR has been taken on to manage the PR programme. The scheme aims to create regeneration based around the port, linking effectively into existing neighbourhoods, providing better jobs for local people, improving educational opportunities and investing in the local infrastructure.

- Why are the councils doing this now?

The area, which has suffered from economic decline for many years, was awarded 'growth point status' by the Government in July. This meant it could attract investment of millions of pounds for local infrastructure as part of a regeneration programme led by South East England Development Agency.

- Who is being targeted?

The Shoreham Harbour community, plus investment from outside.

- The tactics?

Natural PR will manage a large-scale community consultation, including 'visioning' sessions with stakeholders.

- What else is the agency doing?

The agency will follow with a major consultation in six months' time. It will be holding public exhibitions, conducting surveys, workshops and think-tank sessions.

- Any potential pitfalls?

Natural MD Paula Seager said: 'There was a previous attempt to regenerate the area. It went nowhere because there wasn't funding available for infrastructure changes. So we have to make people aware that this is brand new.'

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