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.
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
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
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."