Croydon Council will be spending £4,000 a day for a PR company to promote the authority at a developer conference on the French Riviera.

The council is spending up to £12,500 to send Chief Executive Jon Rouse and Emma Peters, the Executive Director of Planning, to MIPIM 2011 in Cannes for two nights. £8,000 of this is to go to a “specialised” PR company, Financial Dynamics.

The Executive pair will be scaling down on this year's £165,000 bill to send delegates to the 2010 conference, also in Cannes.

Instead of having a stand, Financial Dynamics PR is to help the council get positive media coverage at the event, obtain speaking opportunities for Mr Rouse and Mrs Peters and help them host a small lunch or breakfast.

Although the authority cannot point to any tangible benefits of the conference for the borough, it insists it is necessary to attend.

Council Leader Mike Fisher said: "The annual MIPIM event in Cannes attracts all the key movers and shakers in the property world.

"And all the time these people continue to flock to the south of France we have to make sure we are there with them, reminding them of the potential and opportunity Croydon provides and helping sow seeds for decisions that may bear fruit in years to come."

A consortium of local developers and property-related businesses will also be attending the event to promote the borough. None of their costs will be borne by the council.

A breakdown of the costs of the £12,500 trip

Two delegate passes: £1,600.
External PR Agency Financial Dynamics: £8,000.
Hotel: two nights each at £200 per person per night £800.
Travel: Easy Jet flights £250 per person and transfers £100 per person.
Expenses and subsistence: two people x £50 per day x three days each = £300.
Pre planned breakfast meetings/lunch (2 x 6 people @£50/head for venue, breakfast and meeting facilities) £600.
Contingency: £500