Lobbying

Case Study: Northern Ireland Independent Retail Trade Association (NIIRTA)

Background

It has long been proven that when multiples locate out of town centres it forces local independent traders and wholesalers to close with the loss of jobs. In Banbridge, retailers in the town centre were facing tremendous strain with many shoppers choosing to travel to nearby Newry. Tesco, who already had one of their largest stores in Banbridge, submitted a planning application to build a 130,000sq ft store at the Outlet retail centre on the out skirts of Banbridge. Asitis Consulting campaigned on behalf of NIIRTA in opposition to this planning application.

Methodology

Our campaign was focused, targeted and multi-faceted. We developed an integrated approach, targeting local government, the NI Assembly, relevant government departments and the media.

We developed and launched a publication entitled ‘Nightmare on Every Street’ which created huge press interest and encompassed the widespread impact that this decision would have on independent retailers per se. In preparation for the launch, a selection of traders were given media training allowing us to maintain control over campaign messages.

In order to garner support for the campaign, public meetings were arranged and attended by local traders, the media and local campaigners. In excess of 150 people attended these meetings. We engaged with stakeholders to include with the council, Environment Committee and the Regional Development Committee.

A visit was arranged for political party leaders to visit Banbridge to see for themselves the damage that the new store would do. A highly experienced planning consultant spoke on behalf of NIIRTA in order to gain credibility and substance for the campaign.

Results:

As a result of the campaign, the Minister for the Environment opposed the application to build the store, stopping Tesco’s plans in their tracks. Over 500 jobs and the future vitality of one of Northern Ireland’s oldest town centres has been saved. Campaign developments and outcomes were widely reported in the local and regional press, television and radio.

‘Nightmare on Every Street’ garnered the campaign into a wider issue of retail planning overall. It also allowed us to highlight the fact that this campaign mattered for every town in the region. Support was gained from the three main daily newspapers, leaving both the politicians and the planning service in no doubt as to its importance.

Large multiples will now have to reconsider making further applications for out of town developments.