Mansfield i-centre -
pioneering change with business innovation centre

Client: Nottinghamshire County Council Economic Development Department

With funding from Europe, emda, Notts County Council and Mansfield District Council, a new business innovation centre was built in Mansfield designed to shift the balance towards a more technology-driven business culture.

The £2.8m "i-centre" created managed office space and workspace for up to thirty emerging knowledge-based and technology-based businesses expected to have high growth potential.

Working with Nottinghamshire County Council and MDC, AURA PR is charged with the task of promoting the i-centre to inward investors, local businesses, funding partners and the local community.

The first PR opportunity - a visit in July 2001 from the European commissioner in charge of regional development funding Michel Barnier - secured widespread coverage across all local media including television, radio, regional daily and local newspapers, and business press. Lord Sainsbury in his role as IT minister officially opened the centre early in 2002.

Publicity has been the key driver for tenant recruitment and has been acknowledged by the management committee as the best and most cost effective option available.

Coverage has included a continual stream of news releases, exclusive interviews and extensive features. Substantial TV coverage has been achieved via BBC East Midlands Today and ITV Central News.

A raft of other business community relations work is in place. Other elements of the campaign targeted the architectural press based on the building’s environmental and architectural excellence. Media tactics helped fill the 60-place nursery, which is open to all children of tenants and those drawn from the local community.

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