Oldham Beyond
Regeneration PR campaign - Oldham Beyond for Oldham LSP and Northwest Development Agency
Gold award, Community Campaign, 2004 NW IPR Awards
Oldham Beyond was the title of a radical and far-reaching public consultation exercise designed to ‘re-vision’ the Borough of Oldham for the twenty-first century.
Consultants URBED had devised a unique and creative way of ‘talking’ to the people of Oldham. Instead of the traditional style of public consultation, URBED commissioned a giant inflatable ‘satellite’ to tour the borough and act as an information and opinion magnet.
The satellite provided a setting where people could leave preconceived notions of Oldham outside and step into a space where they felt free to imagine new possibilities for their town.
A Creative Approach: We aimed to maximise media coverage while recognising the importance of the two Oldham newspapers to the success of this project.
With the media in mind, we advised that the satellite would be better described as ‘a giant thought-bubble’. Media targets included the UK’s major news organisations, the regional press, TV and radio, regeneration and public sector media and the key local media.
We understood how vital it was to provide a striking image of the thought-bubble. We also understood that much of the media would not be in a position to send photographers to the launch. A photo-agency was commissioned to create striking imagery suitable for a wide range of media.
Results:
Broadcast - Channel Four news, BBC Breakfast news report, BBC Northwest lunchtime news – live BBC Northwest tonight, second lead feature, BBC Northwest night time news, Granada reports lunchtime news, Granada reports evening news, Granada reports night time news, BBC Radio 5 live – live interview on Breakfast, BBC GMR live interview on Breakfast, BBC GMR news bulletins throughout the day.
Print - The Guardian, The Times, Financial Times, Daily Express – page lead, Manchester Evening news – page lead, Oldham Chronicle – front page, Oldham advertiser – page lead, Architects’ Journal, City Planning, Planning, Local Government Chronicle, New Start, Regeneration and Renewal, Property Week,
Online - FT.com, BBC online, BBC Teletext, Manchester Online, Rudi.net, New Urban Futures
