A new campaign is being launched to promote Preston city centre as a round-the-year attraction to visit and enjoy.
The city’s Business Improvement District (BID) is targeting more than 250,000 homes across ‘old’ Lancashire and Greater Manchester between now and the end of January with an advert on Sky TV to encourage more visitors.
It follows a major investment in the city centre over the Christmas period which included the festive market, Alpine bar and ice rink which attracted throngs of visitors.
BID chairman, John Boydell, said: “This is about showing that Preston is a great place to shop, dine, party, explore, do business and, above all, enjoy whatever the time of year.
“This Christmas we have shown people who visited Preston what a vibrant city centre offer we have and our ambition is to bring them back and keep them coming back.”
The TV ad, featuring the Mayor Coun Nick Pomfret, celebrity chef Paul Heathcote and local radio personality John Gilmore, is also being shared across social media networks, including YouTube, in a bid to target a wide range of audiences. BID also commissioned a regional campaign broadcast in the Granada region of ITV which promoted Preston as a place to visit for Christmas shoppers.
The BID, operated by the North and Western Lancashire Chamber of Commerce to promote businesses in the city centre, has been the driving force for a £125,000 investment in the city centre over Christmas, including £60,000 pumped in to new festive lights which lit up more of the city centre.
It is funded by a one per cent levy charged to traders which is ring-fenced and spent on a range of activities, including events, promotional campaigns and training.