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Croydon: ‘Our time is now’ targeted lobbying campaign

Croydon: ‘Our time is now’ targeted lobbying campaign
The London Borough of Croydon approached PLMR to deliver a public affairs campaign to create a ‘Croydon Growth Zone’ with devolved tax powers.

The aim of this Growth Zone was to realise a once-in-a-lifetime regeneration opportunity, delivering a multi-billion pound investment to create 8,300 new homes, 23,600 new jobs, up to 2.8 million sq ft of Grade A offices, and 28 new parks and public spaces. Arup calculated that the Growth Zone could generate £5.25bn for the borough’s economy by 2031, delivering a development programme the size of Ebbsfleet but in half the time.

In order to unlock this investment, the Chancellor needed to grant unprecedented devolved tax powers, including a Stamp Duty pilot and the retention of all uplift in Business Rates from new commercial development.

Our approach
PLMR helped Croydon refine their messaging and advised them which senior figures at the Greater London Authority to work with to ensure their campaign had maximum political impact. PLMR ensured that Croydon’s ‘ask’ of the Chancellor was included in the Mayor’s written submission to the Treasury. PLMR also organised speaking opportunities for the council to assemble a large coalition of business supporters and arranged for Croydon business leaders to write to the Treasury on the council’s behalf.

PLMR organised a Westminster Lobby Day, inviting MPs, Councillors, the local London Assembly Member, senior officials from the GLA and a number of Croydon businesses to the House of Commons where they were briefed on Croydon’s plans.

Results
In the 2014 Autumn Statement the Chancellor announced that the Government would begin discussions on the plans.

Commenting on the announcement, Council Leader Tony Newman said:

“This is fantastic news for Croydon residents. We’re delighted the Chancellor has announced that the government will work with the council to create a growth zone in Croydon, which will bring huge benefits to our residents and transform Croydon into a modern, European city. For Croydon to be named in the autumn statement shows the huge importance of Croydon and the significance that it holds to London and the wider region.”

Croydon: ‘Our time is now’ targeted lobbying campaign - outside of House of Commons
Campaigning outside the Houses of Parliament ahead of the Autumn Statement

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