Challenge
The West Midlands Interchange (WMI), a Nationally Significant Infrastructure Project (NSIP), is set to address the critical shortage of logistics capacity in the region through a strategic rail freight interchange. However, its proposed location on green belt land led to intense public and stakeholder opposition, with concerns about the environmental impact on wildlife, landscape and quality of life. Following the site’s acquisition by Logistics Capital Partners and Oxford Properties, there was a pressing need to rebuild trust and establish a more positive stakeholder environment to enable progress through construction.
Approach
Copper developed a targeted communications strategy focused on rebuilding local relationships and highlighting long-term benefits.
Key elements included:
- regular meetings with local councillors and community groups to keep stakeholders informed and involved
- consultation on specific aspects of the development, such as the design of new community parks
- content-driven storytelling, including blogs and articles showcasing progress and community value
- active engagement with local media and social media groups to provide clear, transparent updates and counter misinformation.
This approach prioritised meaningful engagement, demonstrating a clear commitment to social value and local benefit.
Value delivered
- Created a more constructive and open stakeholder environment in the face of strong opposition
- Helped shift the narrative towards community benefit and long-term regional need
- Enabled continued development and construction by fostering collaboration and transparency
- Strengthened local relationships through consistent, visible and responsive communication