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Orton shopping centre developer chooses PR agency


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The developer of a major scheme to regenerate Peterborough's Orton Centre has appointed public relations and marketing consultancy Smye Holland Associates to raise awareness of the scheme.

Orton Shopping Centre LLP is set to begin work in the spring on a 37 million project to redevelop the centre which currently serves residents living in the Orton districts of the city as well as the substantial working community in its vicinity. The new centre will be extended by 7,300 sq m (79,000 sq ft) to provide fewer but larger shops and a range of services. Retailers such as the Co-op, Specsavers, Wilkinson and Barratts are set to open new stores while most existing occupiers will be retained. Additional parking spaces will also be provided.

New housing will be created on the site comprising 94 new and refurbished flats and maisonettes for private sale. The housing will help meet demand for starter homes that will enable residents to get a foot on the housing ladder. There are already 56 flats on the site owned by Wherry Housing Association.

Smye Holland Associates has been appointed to undertake media relations, produce community newsletters and organise the official launch event when the centre is completed in 2007. The communications will raise awareness of the work being undertaken at the centre to transform it for the local community.

Colin Molyneux, chief executive of Orton Shopping Centre LLP, said: "The redevelopment is very exciting for the Peterborough community and will provide them with improved facilities and shops.

"We chose Smye Holland Associates to undertake the communications aspect of the development due to the company's high profile in the business community and its expertise. It is also important for us to use agencies close to our developments and Smye Holland Associates seemed the obvious choice."

Helen Cowland, senior account executive at Smye Holland Associates, said: "The Orton Centre redevelopment is an exciting and important project that will help to improve community facilities. The plans will ensure the centre is a safe and welcoming place to shop with a number of amenities.

"We are looking forward to working with Orton Shopping Centre LLP on this important project."

February 2006

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