THE CLIENT:
Grainger plc, the UK's largest listed specialist residential landlord, acquired the former Gateshead College campus, which was to be transformed into an environmentally forward-thinking residential scheme.
The planned redevelopment of the a 10-acre site included a mix of apartments, retirement homes and houses ranging from five-bedroom detached to three and four-bedroom mews and terraced properties. It also included the restoration of the historic Victorian villa, North Dene House.
THE CHALLENGE:
- Securing planning consent for the 10-acre site
- Changing negative opinions regarding the perceived controversial redevelopment
- Highlighting the key benefits of the scheme to the local community
- Showcasing the environmentally forward-thinking scheme
- Particularly emphasising the sensitivity in restoration of the Victorian villa
THE WORK:
- Providing a robust media management strategy to ensure positive coverage and proactively monitor and counter objector activity
- Rolling out a strong multi-media campaign to promote the proposed new development, including national property and business media, as well as regional media
- Working alongside the local council to engage with BME audiences and hard-to-reach communities
- Planning and hosting a number of public consultation events
- Mailshots to local people, as well as telephone conversations, to gauge community views
THE RESULTS:
- Given the work undertaken by GDR to engage with the local community, the Inspector recommended approval of the plans
- Positive coverage in key target media, highlighting the scheme benefits