Golden Valley Development
Agency ASHA was appointed in February 2020 by Cheltenham Borough Council to help them communicate a world class investment opportunity to potential global stakeholders. We had two weeks to meet the international exhibit deadline.
The Golden Valley Development is a project on the outskirts of Cheltenham which will include the UK’s largest concentration of cyber industry. In addition to this, the development will see the creation of a new garden community with 3,000 homes built alongside two million square feet of commercial floorspace. In short, a project like no other in Britain.
To help bring this to life for potential partners, ASHA created a name, concept, brand positioning, and a naming architecture with a host of new communications around the initial investment opportunity. Rather than show the usual architects visuals and town planning documents, the core communications focussed on the UK’s largest cyber cluster already based in Gloucestershire. The overall driving idea was to deliver a compelling message of the pioneering spirit and free-thinking entrepreneurship that already exists here.
With only two weeks to deliver all the communications material, ASHA also created a short two-minute documentary trailer to communicate not only the development opportunity, but also the fact that Cheltenham is recognised as one of the UK’s best places to live, work and raise a family (2019 Telegraph survey). Inspired by nearby GCHQ, the promotional events collateral conveys the essence of British security and intelligence. Invited attendees can input a code from their hand-delivered golden invite to access a private member’s area of the Golden Valley website with information on upcoming, special events.
ASHA also named and created a new magazine, XO featuring interviews with leading figures involved in the local development and tech sectors. The package presents investors with an exciting opportunity to be part of a dynamic and revolutionary project in the heart of the UK with world class reach.