Wednesday, February 8, 2012
Town’s ‘first ever’ television commercial will showcase shopping, heritage and culture highlights.
A BRAND new television marketing campaign is being launched to promote Barnstaple as a destination for shopping, heritage, culture and entertainment.
A series of 30-second adverts, thought to be the first ever produced for the town, will be shown during the daytime on ITV regional channels at key periods throughout the year.
The commercials will follow a similar format to those currently being broadcast by a popular budget airline. Thousands of pictures – four-to-eight shots per second – will be combined to promote Barnstaple as a “unique day out”.
The photomontage is set feature real people enjoying the activities the town has to offer, including shopping, heritage and evening attractions.
It is understood the score will be provided by local musicians although the details are still to be confirmed.
The adverts have been commissioned by town centre traders’ group BID Barnstaple and are currently being produced by Barnstaple-based agency, Artavia Advertising.
BID Barnstaple chairman, Dane Stanley told the Gazette that the adverts were part of a coordinated campaign to proactively market the town throughout the year.
He said: “The adverts will be shown during three slots during the current calendar year, backed up with an advertising campaign in the regional press, in cinemas and across various social media.
“They are being produced by Artavia now to a very tight timeline and although they’ve got their work cut out, they are doing a great job and we expect to see the final production by the beginning of next month.”
The adverts will be shown during the daytime between 9.30am and 5.30pm with the first version set to be aired throughout March and April.”
Mr Stanley said future broadcast slots had been pencilled in for July and August, and in the run up to Christmas, in November and December.
He added: “The style of the advert gives us the flexibility to make changes to it and add different elements throughout the year. It’s a very cost-effective and versatile medium.”
Mr Stanley said the marketing campaign – including the television adverts – made up a “significant proportion” of BID Barnstaple’s annual levy income of £105,000, paid by 440 town centre businesses.
“This is a major expenditure for us in the coming year but I think it will be well-received by the levy payer.
“We are doing something that is beyond the scope of most independent traders and are maximising their input into the BID levy.
“The adverts are a good example of one area where the pooling of many can have a bigger effect, not just locally, but regionally and beyond.”