One strategic project can quickly change perceptions of a district and city, which is exactly what's happened with the MediaCityUK development in the Salford Quays area of Manchester.
A hi-tech complex used by the BBC and other top broadcasters has brought with it a new sense of pride and purpose. And that in turn is creating jobs and commercial opportunities, better transport links, a diverse cultural landscape, and significant investment in the residential property sector.
'Manchester has become England's second city and is cheap when compared to London,' says Louise Emmott, senior surveyor for Jones Lang LaSalle, which is marketing apartments in TheHeart and NumberOne, two new high-rise towers within the MediaCityUK hub. 'Work is complete and the apartments are ready for moving in,' Emmott says.
A range of studio, one-, two- and three-bedroom units is available, with a choice of aspects and configurations. All include design features and facilities that show a genuine commitment to making this a sustainable development - with the official certification to prove it - while also providing easy access to the latest communications technology.
For example, residents will have one of the fastest domestic broadband services in the United Kingdom. This makes it easy to work from home or, with the use of a 100 MB 'blast' button, to upload and download files with special graphics, movies and music in a matter of seconds.
With the advanced MediaCityUK exchange portal, it is possible to customise a range of broadband options, enjoy low-tariff international calls, and receive digital services, including HD internet protocol TV and all the usual satellite channels.
At its heart, the development features a large piazza and extensive gardens, which may be used for outdoor filming and broadcast-related events. It also has quiet waterside walks and its own distinctive sense of community, with an ever-evolving selection of bars, restaurants, shops and entertainments in the immediate neighbourhood.