Skegness Gateway needed to build understanding and support for a 136-hectare sustainable urban extension on the outskirts of Skegness. The project had to be introduced clearly to local and regional audiences while engaging residents, councillors, MPs, local authorities, community organisations and potential partners. Our role was to create a communications strategy that could support the launch of the scheme, reach key decision-makers and encourage meaningful public engagement as part of the Local Development Order process. 

We knew visibility alone would not be enough for a scheme of this scale. The project needed trust, clarity and early stakeholder confidence. Through stakeholder mapping and strategic communications planning, we identified the audiences most important to the scheme’s progress, from local communities and political stakeholders to potential occupiers and strategic partners. The opportunity was to shape the conversation early, helping people understand the economic, social and regeneration potential of Skegness Gateway before uncertainty or misinformation could fill the gap.

We built a joined-up campaign combining local and regional PR, stakeholder engagement, public consultation and digital communications. This included a tactical media campaign to win local hearts and minds, a series of meetings with key decision-makers, two engagement events and the creation of materials to explain the scheme clearly. We also helped develop a detailed prospectus for potential occupiers and strategic partners, alongside the launch of the Skegness Gateway website and social media channels to give the project a credible public platform.

• Secured 87 pieces of PR coverage  
• Achieved a total media reach of 1.21m  
• Delivered two engagement events  
• Organised a series of meetings to help the Croftmarsh partners generate support  
• Attracted hundreds of people to the public consultation  
• Collated consultation feedback to support the Local Development Order process 
• Helped the scheme build awareness with local communities, councillors, MPs, local authorities, key organisations and potential occupiers  
• Created a clear communications platform for the project through the launch of the Skegness Gateway website, social media channels and occupier prospectus