Colchester Borough Council has launched a television advert to promote the safe reopening of Colchester high street, with a 30-second advert going airing across all major Sky TV channels and on ITV Hub.
Working with Aura productions and the Our Colchester Business Improvement District (BID), the council has developed the advert to showcase the physical changes that have been put in place in the high street and town centre to safely welcome residents back, following the last period of national lockdown. The advert has been funded through the European Regional Development Fund (ERDF) Reopening High Streets Safely Fund.
The advert, released today (12 April 2021), demonstrates measures that have been taken to ensure the town centre remains an enjoyable and welcoming place to shop, eat out and visit, as well as a safe one for visitors, residents and businesses. It highlights one-way systems, floor stickers, hand sanitiser dispensers, thorough and regular street cleaning, and the presence of BID ambassadors throughout the town.
The advert will be broadcast using the Sky Ad Smart system and ITV Hub to homes in and around Colchester. It will also be promoted on social media channels and via local radio and Spotify.
Colchester Borough Council continues to work alongside key partners, including Our Colchester Business Improvement District (BID), on several initiatives to ensure people can safely visit Colchester town centre and other places across the borough. This includes creating videos to promote safety messages, installing signage and other safety measures in neighbourhood shopping areas such as Dedham, Wivenhoe, Tiptree and West Mersea.
Cllr Theresa Higgins, Portfolio Holder for Commercial Services, said: “As we know, this pandemic has been incredibly tough on our economy, with retail and hospitality sectors in particular hit very hard. The support we have access to as part of the Reopening the High Streets Safely fund allows us to further promote the safe reopening of our high streets, which is vitally important.
“We have some fantastic businesses within the borough, which have been working hard to adjust their practices to ensure they are meeting government guidelines and are Covid-19 secure. But we also need residents to do the right thing by wearing a face covering (unless exempt), washing their hands regularly and maintaining social distancing when they are out and about.
“The main thing we want is for people to have the confidence to return to the high street and shop local, whenever possible. As the advert shows, people really can visit the town centre confident that the right measures are in place to ensure it is safe for everyone.”
Sam Good, Our Colchester BID Manager, added: “The Reopening High Streets Safely Fund has enabled us to work with the council on this great advert showcasing our high street and capturing the essential safety measures that our businesses are working hard to deliver.
“Our Colchester BID puts the safety of our town centre workers and visitors at the heart of everything we do. This advert will assist with the delivery of the message that we are a safe and well-managed town centre, and very much open for business.”
‘Click it Local’, a new virtual high street service, which supports independent retailers, also launched in Colchester on Wednesday 7 April. Residents anywhere in the borough can use the service, enabling them to buy from any local shop and have it delivered on the same day.
The Reopening High Streets Safely Fund is providing £50 million from the European Regional Development Fund (ERDF) to councils across England to support the safe reopening of high streets and other commercial areas, with Colchester able to claim up to £174,002 in total before June 2021.
View the advert here.
Page last reviewed: 12 April 2021