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
“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
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.