The Circuit of Wales is a proposed £425m automotive centre of excellence that would put South Wales at the heart of the UK automotive sector and act as a leading tourist destination.
The Circuit of Wales is a proposed £425m automotive centre of excellence that would put South Wales at the heart of the UK automotive sector and act as a leading tourist destination.
Blaenau Gwent is officially one of the least competitive places for new businesses in the UK and the region has been languishing in a distinct depression since the decline of its steel and coal industries, suffering severe rates of child poverty, joblessness and marginalisation.
The proposed £425m Circuit of Wales automotive destination near Ebbw Vale would dramatically enhance the region’s fortunes by bringing investment, jobs and major international events to the region. Our brief was to not only raise awareness and support for this regenerative project that would result in planning permission being granted, but to foster a sense of pride in a ‘local project’ amongst the region’s 69,000-plus residents.
Blaenau Gwent is officially one of the least competitive places for new businesses in the UK and the region has been languishing in a distinct depression since the decline of its steel and coal industries, suffering severe rates of child poverty, joblessness and marginalisation.
The proposed £425m Circuit of Wales automotive destination near Ebbw Vale would dramatically enhance the region’s fortunes by bringing investment, jobs and major international events to the region. Our brief was to not only raise awareness and support for this regenerative project that would result in planning permission being granted, but to foster a sense of pride in a ‘local project’ amongst the region’s 69,000-plus residents.
The Camarilla team acted as the project’s press office and spokespeople within the community and set about delivering a detailed communications plan that included:
Phase 1 – Introducing the Circuit of Wales
Community consultations took place in 12 towns across the region and close relationships were established with Communities First and Blaenau Gwent Youth Forum to deliver the project’s message to all areas of society.
Extensive media relations were undertaken announcing the project, locally and UK-wide, and supported by interviews with key project players. In addition, briefings were carried out with local politicians and councillors, addressing concerns at an early stage, and this continued throughout the planning process.
Phase 2 – Engaging with the community
A strong social media presence was established reaching the youth demographic and discussions with local people were delivered through community consultations in venues such as chapels, rugby clubs and theatres (publicised using media coverage, direct mail and targeted advertising)
Public exhibitions were brought to life by the use of illustrators at the events which helped visitors get their points across via the use of colourful drawings, which contributed to a montage presented at further community events.
The Camarilla team also delivered numerous presentations to Community Councils, Business Forums, Colleges and Training providers focusing on the economic benefits of the development. This was reinforced by a sponsorship agreement with the popular Ebbw Vale RFC, enhancing the project’s profile in the region and by drop-in sessions at local supermarkets, using an eye-catching sports motorcycle.
Phase 3 – Gathering public support
Camarilla ensured a strong emphasis on the ‘community voice’ and locals were filmed at consultations, with resulting videos posted online, and regular project updates provided in council newsletters, delivered to every household in Blaenau Gwent.
Social media activity was used to encourage followers to write support letters to the council and news around the appointment of construction partners and head of recruitment and training, ensured media coverage was generated around two key issues for the local community
The Camarilla team acted as the project’s press office and spokespeople within the community and set about delivering a detailed communications plan that included:
Phase 1 – Introducing the Circuit of Wales
Community consultations took place in 12 towns across the region and close relationships were established with Communities First and Blaenau Gwent Youth Forum to deliver the project’s message to all areas of society.
Extensive media relations were undertaken announcing the project, locally and UK-wide, and supported by interviews with key project players. In addition, briefings were carried out with local politicians and councillors, addressing concerns at an early stage, and this continued throughout the planning process.
Phase 2 – Engaging with the community
A strong social media presence was established reaching the youth demographic and discussions with local people were delivered through community consultations in venues such as chapels, rugby clubs and theatres (publicised using media coverage, direct mail and targeted advertising)
Public exhibitions were brought to life by the use of illustrators at the events which helped visitors get their points across via the use of colourful drawings, which contributed to a montage presented at further community events.
The Camarilla team also delivered numerous presentations to Community Councils, Business Forums, Colleges and Training providers focusing on the economic benefits of the development. This was reinforced by a sponsorship agreement with the popular Ebbw Vale RFC, enhancing the project’s profile in the region and by drop-in sessions at local supermarkets, using an eye-catching sports motorcycle.
Phase 3 – Gathering public support
Camarilla ensured a strong emphasis on the ‘community voice’ and locals were filmed at consultations, with resulting videos posted online, and regular project updates provided in council newsletters, delivered to every household in Blaenau Gwent.
Social media activity was used to encourage followers to write support letters to the council and news around the appointment of construction partners and head of recruitment and training, ensured media coverage was generated around two key issues for the local community
Planning permission was achieved via a unanimous decision from the full council. Communication highlights included:
- Feedback from community consultations indicated that 90% of people were in favour of the project
- Thanks to a social media drive, Blaenau Gwent’s Planning Division email system crashed due to high levels of emails supporting the project
- Youth Ambassador movement saw ambassadors presenting to schools, colleges and youth forums about the project, as well as the Council planning meeting to decide if the project should be approved
- 1000-plus people attended community consultations – excluding those consulted at our drop-in sessions in high footfall areas. 69,000-plus reached by targeted mailings
- Media coverage reached in excess of 5,400,390 people
- Information leaflets sent to all households in Blaenau Gwent (approximately 30,000), explaining the project and highlighting community consultations, along with contact details for team
- 22 community consultations were held in the affected communities in Blaenau Gwent, along with 14 presentations to town councils
This campaign delivered many additional benefits.
- Reawakened a sense of pride in the area, and hope for jobs
- Created a sense of inclusion, with input and suggestions from local people passed onto the project team who responded in kind
- Creation of Youth Ambassadors got youngsters involved and excited in the project
Planning permission was achieved via a unanimous decision from the full council. Communication highlights included:
- Feedback from community consultations indicated that 90% of people were in favour of the project
- Thanks to a social media drive, Blaenau Gwent’s Planning Division email system crashed due to high levels of emails supporting the project
- Youth Ambassador movement saw ambassadors presenting to schools, colleges and youth forums about the project, as well as the Council planning meeting to decide if the project should be approved
- 1000-plus people attended community consultations – excluding those consulted at our drop-in sessions in high footfall areas. 69,000-plus reached by targeted mailings
- Media coverage reached in excess of 5,400,390 people
- Information leaflets sent to all households in Blaenau Gwent (approximately 30,000), explaining the project and highlighting community consultations, along with contact details for team
- 22 community consultations were held in the affected communities in Blaenau Gwent, along with 14 presentations to town councils
This campaign delivered many additional benefits.
- Reawakened a sense of pride in the area, and hope for jobs
- Created a sense of inclusion, with input and suggestions from local people passed onto the project team who responded in kind
- Creation of Youth Ambassadors got youngsters involved and excited in the project
Do you need support organising and running an upcoming event? Get in touch with the Camarilla team today.
Do you need support organising and running an upcoming event? Get in touch with the Camarilla team today.