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Edward Street Quarter / First Base.

Midnight was appointed by London-based property developer First Base in October 2017 to handle a community engagement campaign in Brighton.

First Base bought a site on Edward St which formerly housed the American Express HQ. The area is one of the most deprived in the city with many residents suffering from social isolation and unemployment issues.

Midnight was tasked with generating positive PR around the mixed-use development plans in the phase one period of October 2017 – February 2018 prior to the consent application, and in phase two March – August 2018 post application submission.

Phase one activity:

  • Attendance at and PR support for three public consultation events
  • Organising and managing a press briefing with local newspaper The Argus
  • Securing interviews with First Base representatives and local journalists
  • Proposal of numerous opportunities for First Base to participate in or sponsor local events
  • Liaison with the Brighton Youth Centre to organise sponsored graffiti of the hoardings
  • Extensive liaison with the Brighton Casserole Club, Sunday Roast Club, Impetus and a local chef to organise a charity Sunday roast to help combat social isolation in the Queen’s Park area

Phase two:

  • Drafting and issuing press releases to call for support for the planning application
  • Attendance at, photography and PR support for the charity Sunday roast event
  • PR support for the announcement of Brighton’s first ‘City Tree’ to combat poor air quality
  • Securing and attending exclusive interviews with First Base representatives and local journalists regarding the planning application and new imagery
  • Attendance at a number of local relevant events on First Base’s behalf, feeding back information regarding attendees and statistics quoted by council spokespeople
  • PR support regarding the announcement of consent being granted

Results:

  • 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
  • Brighton & Hove Council granted consent for the development on 18th July 2018.
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