Challenge
Copper was appointed to deliver communications and stakeholder engagement for one of National Highways’ most complex and high-profile infrastructure projects: a proposed tunnel past Stonehenge, a globally recognised World Heritage Site.
The challenges were to:
- overcome public skepticism and concerns following multiple failed proposals in the past
- secure broad stakeholder buy-in across local, regional, national and international levels
- conduct a robust statutory consultation in a highly sensitive and scrutinised environment.
Approach
Copper’s support included:
- positioning National Highways as the lead voice for the project to ensure consistency and credibility
- developing a compelling narrative to explain a technically complex solution in an accessible, engaging way
- promoting project benefits at multiple levels – local, regional and national – to resonate with diverse stakeholders
- engaging a wide-ranging audience, including A303 road users, to demonstrate openness and encourage participation
- ensuring communications demonstrated progress and delivery momentum, reinforcing confidence in the project’s viability.
Promoting project benefits
Value delivered
- Built strong public and stakeholder understanding of a complex, high-profile project, despite historical skepticism
- Secured active support from Department for Transport ministers, helping position the campaign at a national level
- Achieved global media coverage across major outlets (BBC, ITV, Sky News, CNN, China Daily), enhancing transparency and credibility
- Gained endorsements from influential organisations including UNESCO, National Trust, English Heritage, RAC Foundation and local action groups
A303 Stonehenge at a glance