We’ve been retained by Burnley Bondholders, an influential group of over 120 businesses from East Lancashire and tasked with changing perceptions of Burnley. The stereotype is of a rundown former mill town, a place in decline. The reality is very different. We learned that Burnley is home to 35 companies involved in the aerospace/defence industry. Together they employ 4,000 people and contribute £200m a year to the town’s economy, and some of these companies are genuine world-leaders. What’s more, they have ambitious plans to grow ever bigger. It took a lot of research to prove that here was a small town punching well above its weight in advanced manufacturing. When we were ready we approached a contact at the Sunday Times, a senior business correspondent, and persuaded him to come and have a look. He was impressed. The next week we got a column on page 1 of the Business Section and the whole of an inside page. The key messages were clear – this is a town where excellent work goes on, where high-class aerospace companies are booming and where there’s been heavy investment in new schools, a college and three university campuses in order to fill the growing need for skilled workers.
A full page spread in the Sunday Times business section with a front-page side bar intro piece. Our clients were impressed. The correspondent from the Sunday Times was also impressed. We’ve already lined him up with another big feature. We’ve also pitched to BBC radio & television who are now considering broadcast features on Burnley’s aerospace sector.
The story was put in front of 2.52m readers, many of them influential decision-makers, and generated an Advertising Value Equivalent of £121,000.