Following a six-month press build-up, with coverage secured in The Times, Property Week, Estates Gazette, Shopping Centre and a raft of regional business and lifestyle publications, Redwood delivered a comprehensive communications strategy for the opening of White River Place, St Austell on 29th October.
The team had developed relationships with key local stakeholders and the press teams acting on behalf of the South West RDA, Town Centre Management and the Council to ensure consistent and positive messages were relayed to both public and press, and provided regular development and news updates to the local press to build momentum ahead of the opening.
On the day, Redwood welcomed BBC South West TV, ITV West Country and BBC Radio Cornwall as well as print journalists and photographers. Interviews were lined up, and BBC Radio Cornwall even elected to run an outside broadcast from the scheme for their three hour lunchtime show. Redwood liaised closely with the programme’s presenter and producer in advance and on the day, co-ordinating a steady stream of interviewees who offered consistent positive messaging.
The 155,000 sq ft scheme has seen a brand new 40,500 sq ft Wilkinson store arrive in the town, alongside Peacocks, Bonmarche, New Look, Frankie & Benny’s, Halifax and a four screen cinema. Advanced negiotiations are underway with half a dozen further retailers and Redwood is working with the management and lettings teams to ensure the arrival of these new stores is received with similarly positive press coverage and public support.