Glazer has developed the new city brand for Peterborough, launched this month.

Appointed after a six-way pitch last October, Glazer brought
to the project considerable experience of 'place branding' - including work for regional development agencies, local authorities, and major developers such as Lend Lease,
Westfield and Hermes.

The main objective of the new brand is to boost
Peterborough's local, national and international reputation
as a place to live, work, play and visit. Achieving this, it will
help attract and retain the businesses and people vital to
the city's future prosperity.

Glazer began work last year by analysing perceptions
among local organisations, opinion formers and residents.
This highlighted the need for a greater sense of direction
and purpose, and a desire to coordinate promotional
activities under a single identity.

The next step was to develop a brand proposition, visual
identity and marketing strategy for Peterborough, including
a series of campaign messages to promote the city as a
vibrant, exciting place for investors, employees, citizens and visitors. Glazer did this in partnerhip with Opportunity Peterborough, the city's urban regeneration company.

Steve Compton, Opportunity Peterborough Chief Executive, comments, "Growing and regenerating Peterborough is
about attracting investment and new people, and creating
new opportunities. The brand we've developed with Glazer
is much more than a logo and strapline: it sends out a clear
and consistent message that people are beginning to use
when they talk about the city. With the help of Glazer's
expertise, I'm confident that we'll achieve our goals for the city."

Ian Glazer, Glazer Consulting, comments "We are extremely delighted to have been in a position to bring together all of the diverse stakeholders under one unifying brand proposition to promote the city for the people of Peterborough, in order to promote their lives."

Glazer will stay closely involved with the project after the
launch, managing the introduction of the new brand and marketing strategy across a wide range of applications. The ultimate aim is for local organisations - public and private -
to make Peterborough's new proposition central to their own business and communications strategies. This way, the city's brand will support and add value to their messages, giving
them a greater return on their marketing investment.

To help ensure this happens, Opportunity Peterborough will be creating a Marketing Forum, consisting of local business people and public sector partners. This initiative will provide ongoing opportunities to promote the city's activities.

For more information please contact Hannah Powlesland on
020 7221 2595 or hannah.powlesland@glazer.co.uk

http://www.opportunitypeterborough.co.uk/citybondholderscheme/