Case Studies

Elean Data Campus

Elean Data Campus

Our Brief

Stage One:

Quatro was asked to build public support for Lasercharm’s planning proposals for an eco-friendly data centre to be built in Cambridgeshire.  The plans also included an eco-village to be built alongside, the heating requirements of which could be supplied by excess heat generated by an adjacent power station.  Quatro’s role was to gauge public opinion of the eco-village and note any planning concerns to be taken into consideration at an early stage.

Stage Two:

Having helped to secure planning consent, Quatro was appointed to direct a public relations campaign to maximise media coverage of the Elean Data Campus, as part of the marketing activities for the business park.


Our Approach

Stage One activity included:

  • Dialogue with local councillors, and the MP;
  • Two days of public consultation were arranged to display proposals for the data centre and eco-village to local people;
  • 3,250 newsletters were posted;
  • Presentations were given to the three local parish councils;
  • A lobbying document was sent to members of the council Planning Committee;
  • Press coverage on the data centre proposals and public consultations was achieved in local papers.


Outcomes

Stage One:

A planning application was submitted in March 2008, and consent was granted in June 2008.

Stage Two:

Following planning success, substantial media coverage was achieved in:

  • National Press, including the Financial Times;
  • Planning News Websites, including EGi and Property Week;
  • Trade Press, including Data Centre News, Energy in Buildings & Industry, IT Pro and iTWire;
  • Local Press.

Watch the FT's video

Furthermore, Quatro obtained an invitation for Lasercharm MD Alex Arthur to join the Green Panel as a speaker at the 3rd Power and Cooling for Data Centres World Summit in October 2008.


“[The media coverage achieved] is very impressive and all at Quatro should be congratulated on a sustained PR campaign that has delivered real benefits.  I was at the launch this morning of the NGD data centre in Cardiff.  The most talked about topic in the room was without doubt Elean and this in no small measure is due to Quatro's efforts.”

--Christopher Jones, Director, GVA Grimley Technical Real Estate.

 

How Quatro Can Help You

Quatro brings together individuals with a wide range of specialist skills, hands-on experience and contacts – all gained within the property, planning and regeneration sector.

Our services include:

  • Political and stakeholder audits
  • Public consultation programmes
  • Public affairs management
  • Brand positioning and marketing
  • Media relations


For more information, contact Paul Dimoldenberg on 020 7566 7960.

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