An award-winning PR agency has hit the ground running with a successful campaign aimed at encouraging shoppers to ‘rediscover’ Northampton town centre.
Orange Juice Communications was brought on board by the Northampton Town Centre Business Improvement District (BID) ahead of the reopening of non-essential retail and outdoor hospitality to help boost the area’s profile and urge local residents to support their favourite shops and restaurants.
The Brixworth-based agency secured a raft of positive media coverage, including front-page articles in local press, a series of online stories, broadcast interviews on TV and radio and record levels of engagement across social media platforms.
Director Daniel Owens said: “Our team all have our roots in Northamptonshire and we are passionate about seeing the local area doing well. The town centre has had its share of problems but the future is now looking bright, with significant investment due in the next few years and some exciting plans to rejuvenate the area.
“The enforced lockdown hit towns across the country hard but it also created a pent-up desire from people to get out and about as soon as restrictions lifted. The ‘Bring Back The Buzz’ campaign tapped into that feeling of hope and optimism.
“There was light at the end of the tunnel and that tunnel was leading straight to the town centre where people could go and spend their money, see their friends and show their support for the brilliant retailers and venues in Northampton.”
A series of positive news stories, interviews, email bulletins and digital animations created a suite of content used across both traditional and online media in the run up to the reopening, raising awareness and generating feelgood headlines for the town.
More than 20 stories were tracked across TV, radio, online and in print, with an equivalent advertising cost of more than £3,000, while engagement on Facebook increased by 292 per cent month-on-month, page views doubled and reach saw a 65 per cent rise.
Crucially, footfall figures for the town centre in the first week after restrictions were eased saw a significant increase and several traders reported seeing strong sales figures as customers came flocking back.
Mark Mullen, operations manager for Northampton BID, said: “Our renewal for a new five-year term gave us the opportunity to work with an agency that shares our drive and determination to give the residents and business owners of Northampton a town to be proud of and Orange Juice fit the bill perfectly.
“We are enjoying working with them and the instant impact seen by the reopening campaign is testimony to their enthusiasm, creativity and hard work. A healthy and vibrant town centre benefits the whole community and we’re looking forward to a successful five years ahead.”
For more details visit, www.ojpr.co.uk.