Background
Located at the County Ground in north Bristol since the 1870’s, Gloucestershire County Cricket Club (GCCC) approached JBP in 2007 for support in generating enthusiasm and support amongst a range of key stakeholders for its plans to expand facilities at the venue.
Although GCCC had hosted international matches at the Country Ground since 1998, the Club had aspirations to significantly enhance its ability to host world class cricket events in the region and compete for matches alongside other well-known grounds such as Trent Bridge in Nottingham, the Rose Bowl in Hampshire and Sophia Gardens in Cardiff.
Strategic approach
- Build up a strong body of support for the proposals amongst a wide range of stakeholders at an early stage to counteract any potential opposition – particularly given two other major development proposals which had recently generated significant controversy and opposition both politically and in the local community
- Conduct a ‘hearts and minds’ campaign to generate local pride, enthusiasm and excitement for the vision of an international sporting venue in Bristol and move the debate above that of a simple planning application
- Build strong, strategic relationships with key politicians at Bristol City Council to achieve their support and maximise GCCC’s involvement and influence in the planning process
- Highlight the importance of GCCC to the wider Gloucestershire region and the associated benefits of economic growth and inward investment for the region
Tactics
- Development of a profile-raising campaign called World Class West to launch the concept of a world class sporting venue in the region to national and local politicians, business and sporting bodies as well as residents and neighbouring communities
- House of Commons reception to officially launch the campaign to national politicians, business and the cricketing fraternity such as the ECB.
- Three VIP stakeholder receptions in Bristol, Cheltenham and Gloucester targeted at local politicians and businesses
- Community Open Day at the County Ground to reassure neighbours about the scope of the proposals and GCCC’s commitment to open communication and consultation from the outset
- Ongoing media relations around the House of Commons launch and regional events as well as developing creative media/photo opportunities to maintain profile and momentum for the campaign
Results
- Unanimous support for the campaign from 11 MPs and two members of the House of Lords including the Minister and Shadow Minister for Sport
- Significant, positive media coverage achieved in both broadcast and print format including BBC TV
- Attendance of over 100 members of the political and business community at the Bristol reception, including explicit endorsement in the media and at the event itself from Cllr Helen Holland, Leader of Bristol City Council
- Agreement to an official Ministerial visit to the County Ground by the Sports Minister
- No major opposition from residents living near the County Ground to date
