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The Audience

Aberfield was approached to help launch a PR campaign aimed at persuading the government to invest in ‘dualling’ the A64 between the Hopgrove Roundabout, York, and Barton le Willows.

Although much of the A64 between Leeds and York is dual carriageway, large sections of this busy road between York and the East Coast are single carriageway.

One of our clients, the National Agri-Food Innovation Campus (NAFIC), is a key member of the A64 Growth Partnership  – made up of businesses, MPs, local authorities, trade bodies and the York, North Yorkshire and East Riding Enterprise Partnership. NAFIC’s site, at Sand Hutton, is bounded by a notorious A64 bottleneck.

The partnership believes removing one of the most notorious ‘pinch-points’ in Yorkshire’s main road network will accelerate economic growth and investment, as well as address safety concerns.

The Campaign

We produced a four-minute video for the partnership that highlighted the key issues from the perspective of a range of businesses along the A64, from major UK companies to SMEs and business organisations.

The video was used at the partnership’s launch event, held in the Lakeside Conference Centre at NAFIC, and promoted through the media and the partnership members’ own channels.

We also secured exclusive TV interviews for BBC’s ‘Look North’ news programme with a number of spokespeople, including NAFIC.

The Influence

The video was used on BBC Look North as part of its six-minute lead story on its main evening bulletin, as well as the two-minute lead story on the lunchtime news.

Video content was also used by ITV Calendar. In addition, it featured on Minster FM and Yorkshire Coast Radio’s websites and Facebook pages, and within the online version of the story produced by York Press and the Yorkshire Post.

Additional media coverage of the launch event included Yorkshire Insider, The Scarborough News, Northern Echo, Ilkley Gazette and even the Bolton News.

A number of key members of the partnership promoted the video within their own communications, including the LEP, Scarborough Borough Council and Ryedale District Council.

The issue has now been taken up by the York Press, which launched its own ‘Dual Them!’ campaign, and The Scarborough News, which launched ‘The A64 – back the dualling’ campaign.

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