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7 March 2006

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Innovative 'floor poster' spearheads new Peterborough advertising blitz


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A giant ‘floor poster’ in the middle of King’s Cross rail station concourse will promote Peterborough as a dynamic business centre to millions of train passengers during the summer. The innovative floor poster technique – previously only used to advertise major consumer products – is a dramatic new move in the Positively Peterborough campaign that aims to attract business relocations to the city.

It will be the exciting centrepiece of a £65,000 summer advertising blitz to promote Peterborough as an ideal business location. The campaign – by Peterborough’s T2 Studios – develops the ‘Breath of Fresh Air’ theme that was used last summer in a livery makeover on 160 London taxicabs. It will also use national newspapers and property industry magazines as well as conventional poster sites at rail stations and web-based media.

“This is an exciting new development in the Positively Peterborough campaign,” said Gloria Milne, chief executive of Greater Peterborough Investment Agency, which spearheads efforts to attract relocating businesses to the area.

“Smaller floor posters at King’s Cross have previously been used to advertise such things as the latest Harry Potter book launch. The Peterborough advert will occupy a prominent eight metres by two metres space directly in front of the train indicator board and will be backed by posters throughout the station.

“Travellers won’t be able to walk through King’s Cross without seeing the Positively Peterborough message. “With a relatively modest advertising budget we are always seeking innovative ways to secure cost-effective results and we think this is the first time the technique has been used to target a business audience.”

The campaign kicked off this week (Monday 23 June) with a five-week burst of colour advertisements and four weeks of monochrome ‘share squares’ in the business pages of the London Evening Standard. Advertising space has also been booked in national newspapers The Times, Daily Telegraph and Financial Times and in property magazines Estates Gazette and Property Week.

Conventional display posters will also be used at King’s Cross and other strategic rail stations, including Finsbury Park, Hertford North, Stevenage, Welwyn Garden City, Hatfield and Potters Bar.

For the first time, the campaign will experiment with on-line advertising, possibly using property industry websites such as Estates Gazette Interactive.

Peterborough’s lifestyle benefits will be promoted to families that are thinking of moving home through a full-page advertisement in the Hampton magazine produced by O+H Hampton, the company behind the city’s Hampton township. The magazine, with a print-run of 100,000 copies, will be distributed to passengers at King’s Cross and other rail stations, through local newspapers in Peterborough, Stamford and elsewhere and via the township’s 14 house-builders.

All the advertising will feature the Positively Peterborough website www.positivelypeterborough.org as a source for further information.

The advertising campaign is being funded by national regeneration agency English Partnerships, which owns a variety of commercial development sites in Peterborough ranging from 1.5 acres (0.6 hectares) up to 20 acres (8 hectares) in Werrington, Bretton, Orton Southgate and Eastern Industry.

June 2003

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