MediaCityUK Phase Two and Trafford Waters

ClientThe Peel Group
LocationSalford City Council and Trafford Council


The Peel Group was seeking planning permission for two high-profile developments in Greater Manchester during 2016. Both developments sought to regenerate land next to the Manchester Ship Canal, with the plans for MediaCItyUK aimed at expanding the creative/media hub at Salford Quays and the Trafford Waters plans aimed at development of an ‘urban village’ near to the Trafford Centre.

Key project information

  • £2bn mixed-use developments
  • Unique proposals to bring higher-density ‘urban village’ approach to sites outside an existing urban centre
  • Up-to 5,000 new homes
  • 286,295 m2 high-quality office space
  • 42,173 m2 retail space
  • 300-room hotel
  • 150-bed car home
  • Primary school
  • New public realm and infrastructure improvements

How we assisted

We were appointed to provide political engagement, stakeholder consultation and media relations support. We began with a programme of targeted engagement with senior figures at Salford City Council and Trafford Council to identify key concerns and provide reassurance that the level of investments proposed could be delivered. Subsequent engagement with local politicians ensured that the emerging plans for both developments were sympathetic to the views of local residents/workers/shoppers and that infrastructure improvements were considered early on in the planning process.

With both the BBC and ITV located at MediaCityUK, media interest in both developments was strong and the team worked hard to ensure that coverage of both proposals was positive and high-profile so that it ‘cut through’ the noise of other investments in Greater Manchester being announced at the annual property festival at MIPIM.

Stakeholder consultation included a mixture of direct marketing, consultation events and one-to-one meetings, with communications materials focussed on the benefits associated with development, the strong sustainability credentials of both developments and the wider rationale for each site.


Both planning applications were approved during 2016 by Salford City Council and Trafford Council respectively. Both Salford Mayor, Paul Dennett and Trafford Council Leader, Sean Anstee publicly endorsed the proposals, helping to ensure a smooth passage through the planning process.