PROMOTING Bradford’s Kirkgate shopping centre will be handled by a local award-winning public relations agency.

Approach PR has been awarded the PR and social media contract for the centre which is marking its 40th anniversary this year.

The multi-award winning consultancy cinched the two-year contract after a three-way pitch between local agencies and has started its online and media campaigns and events programme immediately.

Approach PR will also support communications around repositioning the centre- now branded Kirkgate Shopping - and its refurbishment programme.

Suzanne Watson, founder and managing director at Approach PR, said: “This really is a dream account for us at a pivotal time in Bradford’s rebirth as a shopping destination.

“As passionate Bradfordians, we know our city and having grown up with Kirkgate Shopping, we recognise its potential as an established part of our community to lead the resurgence of the Darley Street area of the shopping district.

“The opening of Broadway is a fantastic opportunity not only for Bradford but for the future of Kirkgate Shopping which has been at the heart of the city’s shopping centre for four decades.

“As ‘loving local’ will be key to our communications, we’ll be amplifying its offering to attract footfall, not only into the shopping centre, but into this re-emerging part of Bradford.”

Catherine Riley, centre manager at Kirkgate Shopping, said: “Approach PR, with its impressive PR and social media portfolio, delivered creative, engaging and inspired ideas which we felt reflected the position of Kirkgate Shopping as it enters this exciting new phase of development.

“Kirkgate Shopping is loved for its familiarity, convenience and value but most importantly for its locality and we are delighted to be working with another Bradford business which shares our vision, passion and commitment to progressing the city’s retail offering.“

Kirkgate Shopping’s three-acre site includes a 110,000 sq Primark store, Argos Extra, Sports Direct and New Look.