Case Study: 3,500 new homes, South Cambridgeshire District Council


A national housebuilder sought an allocation for 3,500 new homes on an underused airfield in Cambridgeshire.  SP Broadway was instructed to provide political, community and media relations support to promote the inclusion of the site in the council’s Local Plan.


 SP Broadway was instructed after initial concern that the airfield would not be included in the emerging Local Plan.  Meanwhile a vocal campaign group had formed to fight the potential inclusion of the proposals in the plan, securing support from some ward councillors.


  • SP Broadway undertook an initial ring-around of key council members to ascertain their views on the potential inclusion of our client’s site in the Local Plan. These calls established the site was in serious contention for inclusion in the draft plan, but ‘not certain’ to be included.
  • SP Broadway organised a meeting with key cabinet members including the council leader and the cabinet member for planning to discuss and promote the merits of the site. Shortly after this meeting the draft plan was published, which included an allocation for 3,500 new homes on the airfield.
  • As the Local Plan progressed through various council meetings, we held briefings with ward members and the MP to brief them on the proposals, gain an understanding of their views, and prevent/detect wavering of support.
  • To tackle misinformation from the opposition group and any potential public misunderstanding, we launched a dedicated consultation website, outlining the key aspects of the proposed development and promoting the benefits.
  • In the run up the council vote on the Local Plan a comprehensive briefing letter and leaflet were sent to all council members. Calls where then made to councillors to answer their questions and where necessary answer their concerns.


 The Local Plan was ratified (27 in favour, 21 against) with an allocation for 3,500 new homes on our client’s airfield.

Case Studies

Politics of Planning

The King’s Speech reveals Planning and Infrastructure Bill
July 18, 2024
Chancellor, Rachel Reeves MP, sets out case for planning reform in her first speech
July 8, 2024
Key takeaways on housing from the BBC's last Prime Ministerial Debate
June 28, 2024

Politics of Planning is our weekly planning update, bringing you the news and analysis you need to plot a successful planning course though fast-changing political waters.tyu



Cllr Andy Graham
Leader, West Oxfordshire District Council
Council Offices, Woodgreen, WITNEY, Oxon, OX28 1NB
8.45am - 11am
September 05, 2024
Cllr Ken Williamson
Portfolio Holder for the Local Plan, Epping Forest District Council
Online via Microsoft Teams
7.45am - 10am
October 15, 2024
Cllr Denise Gaines
Portfolio Holder for Planning and Housing, West Berkshire Council
Online via Microsoft Teams
7.45am - 10am
November 12, 2024

Throughout the year we host roundtable discussions between leading politicians and key figures within the development industry.

See All Events