Ludgate, the financial and corporate PR firm headed by Tim Trotter, has
picked up the estimated pounds 100,000-fee contract for National Car
Parks (NCP).
Bob Mackenzie, chief executive of NCP parent company National Parking
Corporation invited four PR firms to present for the contract (PR Week,
25 October). They were: Financial Dynamics, Shandwick Consultants and
Finsbury Public Relations.
Mackenzie said that around ten per cent of Ludgate’s brief for the 12-
month contract will be financial PR and 90 per cent media relations.
Mackenzie is looking for financial PR advice to pave the way for NCP’s
flotation, which will take place within the next three years.
However, the bulk of the business will be regional media relations, in
order to promote NCP’s 550 nationwide sites to local shoppers and
businessmen.
Mackenzie is hoping the PR drive will differentiate NCP from its rivals
by highlighting its investments in payment facilities and security
systems.
‘We are seeking to become a consumer-led organisation with a positive
and communicative image,’ said Mackenzie. He added: ‘We do a lot of good
work that no one ever hears about. It’s a difficult message to get out
to the consumer.’
