Effective Campaign Converts Whoa to Go

A mixed use development, comprising retail, restaurant and a plot for Class B uses, proposed by LondonMetric Property plc and Avercet Property for a decade-long brownfield site at Weymouth Gateway.


Having been surprised by a formal objection from a seemingly supportive Weymouth Town Council, the applicants recruited Seaxburh to identify and mobilise influential supporters for a full planning application ahead of Dorset Council’s planning committee meeting.


  • The site was allocated for B Class use in the Local Plan
  • The first public consultation had exposed significant objection from surrounding neighbours
  • The Town Council formally objected to the proposals, despite having seemed supportive in initial meetings (pre Seaxburh’s involvement)

What We Did

  • Established positive relationship with local news outlet
  • Secured and mobilised the active support of all three local business groups
  • Created and promoted an online public exhibition. This gained more than 500 responses (c10 times the norm for the town), of which nearly 90% were supportive. From this we created a persuasive SCI Addendum and influencing campaign
  • Lobbied Cabinet members and informed planning committee members of the scheme’s evolution in response to feedback, as well as socio-economic benefits as assessed by independent reports
  • Established cross-party local political support that mitigated the Town Council planning committee objection


A resolution to grant planning permission was made by an 11:1 vote at the Dorset Council planning committee meeting in March 2021.

Client Feedback

‘Niki’s wide-ranging stakeholder engagement, lobbying and communications campaign was absolutely fundamental in turning the tide, achieving overwhelming support from all quarters of the community and ultimately gaining consent with a decisive vote in favour of our scheme.’

Tom Pinder, Executive Development Manager, LondonMetric Property plc

Posted on March 11, 2021 in Portfolio

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