CAMPAIGNING FOR FAIRER PARKING
FLYING THE FLAG FOR NORTHALLERTON The BID’s marketing profile has been
A large-scale Christmas campaign included
radically overhauled with a new website,
a Santa video, a countdown clock at the
rapidly expanding social media channels
front of the Town Hall, a very popular
and the successful use of promotional
children’s Elf Trail and funding for the
videos to support high-profile
largest real Christmas tree ever seen
campaigns encouraging support for
in Northallerton. We also organised a very
Northallerton’s businesses.
successful Halloween Trail for children.
Our Shop Local campaign was designed
The new Love Northallerton website
to encourage customer loyalty and drive
has seen a large increase in traffic and
footfall during the pandemic. It won
won widespread praise, especially for
widespread support and was highlighted
its upbeat video encouraging visitors to
on national and local TV and radio stations.
return to the town-centre to shop safely.
It was also praised by local MP and
We have also worked hard to strengthen
Chancellor of the Exchequer Rishi Sunak.
Facebook followers have more than
bags and face masks were given out to
trebled since the start of lockdown and
shoppers and businesses. Window stickers
Love Northallerton is now much more
were also provided for dozens of BID
visible on Twitter and Instagram, giving
businesses and the theme was continued
us a much bigger daily reach.
on giant billboards.
Our rebranded Little Book of Vouchers
Other key themes during the pandemic
have been distributed to new audiences.
workers in the NHS and essential services and the Open for Business campaign showcasing local businesses who were
Feedback from businesses was that the extra 30 minutes was warmly welcomed by customers and clients and this supports our long-term campaign for permanent solutions to Northallerton’s parking problems. We have consistently argued for a level playing field with neighbouring towns where free parking provision is much more generous.
our presence on social media. Our
Thousands of Shop Local cotton shopping
included the Thank You campaign for
The BID has campaigned vigorously for a fairer parking regime on Northallerton High Street and succeeded in persuading North Yorkshire County Council to double the normal 30-minute free provision to one hour from June 2020 to April 2021. This was in direct response to problems faced by businesses during the pandemic where queuing regimes and social distancing meant shopping and business visits took much longer than normal.
Thousands have been sent to outlying towns such as Yarm, Thirsk, Leyburn, Richmond and Hawes, encouraging people to shop and spend in Northallerton.
able to open their doors during and between national lockdowns. Our dog-friendly promotions proved very popular with businesses. Stickers were produced for the 124 BID businesses who declared themselves dog-friendly, and the campaign also featured on billboards at the railway station and on Boroughbridge Road.
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