First Base


Midnight was appointed to support First Base’s public consultation programme with a proactive local PR campaign in support of its planning application for the former AMEX House site on Edward Street.


Campaign objectives

  • Raise awareness of the development plans within identified target audiences including local residents and key stakeholders

  • Communicate details of the public consultation process

  • Secure positive stories in the regional press regarding the development plans

Our approach

  • PR support for three public consultation events

  • Organisation and management of press briefings and interviews

  • Media outreach around key initiatives such as Brighton’s first ‘City Tree’ to combat poor air quality

  • Proposal of opportunities for First Base to participate in or sponsor local events

  • Extensive liaison with partners and local stakeholders to organise a charity Sunday roast to help combat social isolation in the Queen’s Park area

  • Local networking and stakeholder management


  • Brighton & Hove Council granted planning consent for the development in July 2018.

  • 73 items of coverage published between Oct 2017 – Jul 2018 inclusive.

  • Total potential audience reach of over 107m.

  • Four items of broadcast coverage on local radio and TV stations BBC Radio Sussex, Juice 107.2, Heart Sussex and Latest TV.

  • Regular coverage in local papers The Argus and Brighton & Hove Independent

  • Midnight appointed to conduct a PR campaign to support the ongoing community engagement programme, as well as a wider brief to promote the sale of the residential and office units.

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