Audience persona · v1
100% profilePlace-Maker or Destination Leader
A senior leader at a regeneration authority, cultural institution, tourism board or mixed-use developer who needs to shift public and stakeholder perception of a place — and knows that comms is central to making that happen.
Demographics
38–58 years old, salary range £70,000–£150,000, based across the UK — often outside London in cities undergoing economic or cultural transformation. May work in the public, private or third sector, or sit at the junction of all three.
Psychographics
Driven by civic pride as much as professional ambition. Believes good places make good lives, and that narrative shapes whether people, businesses and investment choose a place. Frustrated by the gap between what a place actually is and how it's perceived externally.
Media consumption
Local Democracy Reporting Service, The Guardian Cities, Regeneration & Renewal, Place North West or regional equivalents. Attends MIPIM, UKREiiF or equivalent. Follows urban planning and placemaking voices on LinkedIn. Reads Monocle for inspiration.
Values & drivers
Wants their work to outlast their tenure. Cares about inclusivity in placemaking — who the narrative is for, not just who it's aimed at. Sees communications as a tool for community trust, not just inward investment pitching.
Pain points
Often working with multiple stakeholders who have competing visions for what the place should be. Finds that PR agencies either don't understand place or default to generic 'vibrant and dynamic' messaging. Struggles to articulate a coherent narrative across a 10–20 year programme.
Decision triggers
Seeing an agency that has done credible work for a comparable place or regeneration project. A recommendation from another place leader or LEP contact. Work that shows an understanding of the political as well as the public-facing dimension of place comms.
Content preferences
Narrative frameworks and long-form strategy documents they can take into board meetings. Media coverage that changes how journalists write about a place. Stakeholder communications that build community buy-in, not just external profile.
Trust signals
A portfolio that includes complex, multi-stakeholder environments. Senior team members who understand local government, planning or cultural policy. Evidence of patience — this persona needs an agency that thinks in years, not campaigns.
In their words
"We have a great story. But nobody outside a five-mile radius has heard it."
"We need journalists to stop leading with the old narrative about this place."
"This is a twenty-year project. I need a partner, not a campaign."
"There are twelve stakeholders with twelve different views of what success looks like."
"Inward investment matters, but community trust matters more."
Sources this audience listens to
Add who & what this audience pays attention toTagged to brands
Cross-brand synthesis
What’s true about this audience across every brand using it