News

24 April 2007

Dover transformed by PR

Five weeks into a new campaign, Dover District Council has had applications from residents totalling over £2 million for funding from the Government's Regional Housing Pot, beating all pre-campaign targets.

For the first time Dover has engaged a PR agency to promote this kind of available funding, and, following a competitive pitch, appointed DTW Vavasour. DTW developed a campaign branded 'Transforming Dover's Homes' which included direct mail, leaflets, public exhibitions, media relations and the Council website.

Christine Waterman, Head of Housing and Community, Dover District Council said: "This was a particularly difficult campaign as we had specific targets to meet based on geographic wards within the District as well as means tested benefit qualifications. We decided to take expert advice on the campaign, and appointed DTW Vavasour.

"As far as I'm aware this is the first time a council in the south east has appointed an agency to support the Regional Housing Pot allocation, and the results speak for themselves. Five weeks into a six-month campaign we have already exceeded applications on three of the five schemes, which is better than any of us could have hoped for."

Dover District Council was awarded funding of £1.8 million from the Government's Regional Housing Pot to be spent in 2007 on improving private sector housing for households receiving means tested benefits.

Charlie Vavasour, Managing Director, DTW Vavasour said: "The campaign targets are so specific, requiring applications from homeowners on certain benefits living in certain wards, that it focused the communications very tightly and enabled us to tailor messages directly to the target audiences."

ENDS

For further information contact: Vanessa Chance or Charlie Vavasour, DTW Vavasour, Tel: 01233 614525.