A new £190,000 advertising campaign is promoting the benefits of
Peterborough’s fast transport links and great value residential and
commercial property to people who live and work in high-priced,
congested areas such as London and the South of England. The
advertisements, based on research into traffic speeds and property
costs, illustrate how Peterborough offers substantial business and
lifestyle advantages over alternative locations.
Twin advertisements – often on facing
pages – demonstrate how, for the same price, people can afford far
more business space and much bigger homes in Peterborough than they
can in London.
Similar treatments compare the time
taken to travel to the UK’s 20 largest cities from both London and
Peterborough and the average travel-to-work time over comparable
distances for people living in the two cities.
The first advertisements have appeared
in The Times and in the news and property supplement pages of the
London Evening Standard. Other advertisements target readers of
commercial property magazine Property Week.
For the first time, the campaign uses
online banner advertisements on websites published by Estates Gazette
and Property Week, The Economist and Financial Times (ft.com). Adverts
are also being placed in Cambridge local newspapers.
The first phase of the campaign is
running through October and into November and a second phase will
follow from mid-February through March.
“This is an exciting development in
our Positively Peterborough promotional campaign,” said Bill Agnew,
deputy chief executive of Greater Peterborough Investment Agency.
“As usual, we are trying to achieve
the best results on a limited advertising budget as we aim to attract
more business relocations for the benefit of Peterborough’s economic
The advertisements have been created
by Peterborough-based design consultancy T2 Studios in association
with public relations consultancy Smye Holland Associates.