York Minster appoints Leeds PR agency to “generate excitement” around programme of works

Aberfield Communications has been appointed by York Minster to provide PR and communications as it implements its Neighbourhood Plan, the biggest programme of works at York Minster and its Precinct in 150 years.

The Leeds based PR, social media and brand communications agency, which has a specialism in property and regeneration, will be delivering a programme of PR and communications to raise awareness and “generate excitement” and support on a local, national and international level around York Minster’s Neighbourhood Plan.

The masterplan contains a range of projects that aim to enhance the Minster and its Precinct, all designed to create a more sustainable future for the Minster. Key projects that Aberfield will support include the Centre of Excellence for Heritage Craft Skills and Estate Management, the creation of new visitor facilities and a new public square.

Alex McCallion, director of works and precinct at York Minster said: “Our Neighbourhood Plan sets out how we aim to sustain and enhance the cultural significance and environmental value of York Minster’s Precinct and its buildings, and we needed an agency that would be able to successfully tell our story around how significant these plans are to safeguarding the Minster’s future.

“Aberfield demonstrated a deep understanding of the challenges the Minster faces, and a combination of their local knowledge and connections, experience in working with other complex and sensitive regeneration projects and collaborative approach meant that they were a perfect fit.”

Ian Briggs, director at Aberfield, added: “The Minster is a significant landmark not only in York and the north, but nationally and internationally, so we’re extremely excited to be working with the Minster at a critical point for its future.

“We’ve kick started with PR, web and social media support around its Centre of Excellence, which will establish the York Minster Precinct as a world class education campus for ancient craft skills - skills that are essential for maintaining the Minster.”

The appointment comes following a string of wins for Aberfield in the early stages of 2022, including Leeds business, visitor and community destination Wellington Place and John Winter, a leading supplier of foundry and dental products.