BURTON UPON TRENT
CITY COUNCIL

Location

Burton Upon Trent

Sector

Place Making

Services

PR

Burton upon Trent is a historic market town in Staffordshire, undergoing major regeneration. With high public interest and multiple stakeholders, the council aimed to elevate the town’s profile nationally while engaging local communities.

The Brief

The council required a unified narrative to showcase Burton upon Trent’s transformation.The objective was to:

 

  • Position the town as a thriving, forward-looking destination on a national stage
  • Manage politically sensitive messaging across multiple stakeholders
  • Engage local communities and amplify resident voices

 

Appointed as the council’s PR partner, LUYA was tasked with crafting a coordinated communications strategy that balanced national exposure with local engagement, ensuring all messaging was clear, consistent, and politically neutral.

our approach

To achieve these goals, we implemented a comprehensive, multi-tiered PR strategy:

  • Developed a 12-month strategic PR plan, including clear messaging, media calendar, and stakeholder mapping
  • Created compelling story hooks, press assets, and community narratives to highlight regeneration projects
  • Coordinated multi-tier approvals across councillors, senior officers, and partner organisations, ensuring messaging remained consistent and politically neutral
  • Delivered national broadcast opportunities, securing interviews with BBC and ITV alongside regional and online coverage
  • Amplified local voices through community storytelling and seasonal activations, ensuring residents were part of the narrative
  • Facilitated a playful campaign at Burton train station to launch the town’s refreshed identity and new place brand.

The RESULTS

Over the past 6 months, LUYA successfully positioned Burton upon Trent on the national stage, transforming its regeneration story into a compelling narrative:

  • Secured over 40 pieces of media coverage across national and regional outlets
  • Achieved an audience reach of 897 million with 2.48 million views
  • Delivered 3 high-profile press interviews with BBC and ITV
  • Print coverage featured in regional newspapers, with online exposure on BBC News and Time Out and other notable national publications
  • Secured multiple interviews for local councillors, strengthening the council’s reputation for transparent, community-focused communication

 

By combining strategic planning, stakeholder coordination, and creative storytelling, LUYA successfully amplified Burton upon Trent’s regeneration story to both national and local audiences, establishing the town as a model for thoughtful urban transformation.

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Contact

01244 560006
[email protected]

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