GPIA chief executive Gloria Milne told the meeting: "Attracting
new investment into an area is a highly competitive business - and
some of our competitors have far bigger marketing budgets than GPIA
can hope for.
"To be successful we have to
co-ordinate the activities of all the many organisations in
Peterborough which are, in one way or another, involved in promoting
the city. We have to make the sum of the parts - and the sum of the
budgets - greater than the whole.
"And because we cannot out-spend
the competition, we have to out-smart them!"
The campaign which was launched this
morning will include advertising in the national press, new leaflets,
direct mail and a redesigned website for Peterborough.
Local marketing and public relations
consultancy Smye Holland Associates and design agency T2 Studios have
been appointed to handle the campaign.
This morning they revealed the first
of a series of adverts and gave a first glimpse of the designs for the
new literature and website.