Earlier this year the Business Forum carried out extensive research into the marketing needs of the BID area. This took the form of Focus Group meetings and face-to-face interviews with over 50 traders.
The findings of the research indicated that most people wanted the money to be spent on PR. There was also a strong vote in favour of a web site to represent the area and a general consensus that the overall strategy should seek to boost trade during the traditionally quiet period and also address the issues of parking and congestion.
At the last BID Board meeting on 1 September four PR companies were invited to pitch their ideas for marketing of the area to the Board. Brighton-based Priory Partnership won the contract.
Priory, which is based in the North Laine, demonstrated a good knowledge of the area and the issues as well as enthusiasm for the project. The team also came up with lots of great ideas and demonstrated a good track record and excellent connections in the city beyond.
Priory has been responsible for a number of high profile promotions in Brighton & Hove including work for The De Vere Grand, The Food and Drink Festival, The Local Strategic Partnership’s 2020 Community Strategy, Parkridge Developments Brighton Marina Masterplan, Trevor Sorbie International, One Paston Place, Goodman Morris and Powell and Palmer
The first major role for Priory will be to launch the Christmas festival with a switch-on in mid November. This will of course be part of an overall strategy to promote the BID area. The precise details of this will be developed in consultation with the BID Board and news on developments will be reported in future issues of Brighton BID News.
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