Lamppost banners consisting of five different and bespoke artworks showcasing Newbury’s most notable icons and landmarks have recently been installed across Newbury town centre, as part of Newbury Business Improvement District’s (BID) summer marketing campaign: ‘Newbury’s Calling: Summer Daycation.’
The colourful artwork is the first in a series of marketing and advertising placements in the pipeline aiming to promote Newbury to a wider audience to encourage visitors across the summer season while brightening the town centre and showcasing key marketing messages. The banner installation was completed on Friday 10th June 2022 and will remain in-situ for the duration of the marketing campaign throughout summer and autumn.
The aim of the summer marketing campaign is to develop Newbury’s sense of place and future proof the high street by helping to establish the town as a go-to destination for day trips (or ‘daycations’) in the South of England.
The campaign follows Newbury’s hugely successful Christmas marketing campaign: ‘12 Days of Newbury’, which put Newbury in front of thousands with the launch of the town’s first-ever TV advert. Similarly, Newbury’s second TV advert for summer campaign has recently launched to a highly geo-targeted audience of Sky TV and Virgin Media customers from 1st July. You can watch the TV advert online by clicking here.
Newbury BID, the not-for-profit organisation behind the Visit Newbury brand, ensured its marketing strategy covers all areas, including outdoor, digital, and print promotion of the campaign. An outline of everything there is to do in Newbury this summer can be found on the webpage for the campaign by clicking here.
Another key example of the type of media being used to help raise the profile of Newbury as a summer destination to a wider audience is the Reading Lights double-sided digital billboard, located outside of Reading train station. As the fifth busiest train station in the UK, the area receives 4.8 million fortnightly impacts, and is a prime position to promote Newbury this summer while encouraging visitors to use public transport to visit the town – an eponymous element addressed in ‘Newbury’s Calling’ which is also included in the TV advert.
For this reason, the use of bus advertising is also part of the strategy once again to help spread awareness of the marketing message. The eye-catching artwork for the campaign has just launched on the supersides of six Newbury & District buses, which is double the amount of bus advertising placements used for previous marketing campaigns for Newbury. The buses – part of the Reading Bus family – travel multiple routes across West Berkshire, and so the increased placements should help to raise Newbury’s profile this summer even more so.
Kirsty Lemberger, Marketing Manager of Newbury BID, said:
We are delighted to launch another wide-scale marketing campaign for Newbury and really hope this helps tell the story of Newbury and put the town on the map this summer. The aim is to grow the town’s reputation as a ‘Daycation destination’ so visitors return year on year.
Drawing in this level of footfall across summer will be hugely beneficial to Newbury’s retail, hospitality, and leisure businesses, including hotels. The campaign will also promote the activities delivered across the summer by key local organisations such as the Corn Exchange, Newbury Racecourse and Parkway, and we are working in partnership with their teams on this project.
It has also been a pleasure to work in partnership with local creative and digital marketing agency, Fusion Group, who I’ve worked with very closely to devise and bring to life the ‘Newbury’s Calling: Summer Daycation’ concept.”
