North Northamptonshire Council Launches Christmas Advert to Boost Local Shopping

A local authority has adopted a strategy similar to major retailers by issuing a Christmas advertisement designed to promote patronage of local businesses. The commercial produced by North Northamptonshire Council depicts a consumer exploring diverse independent retail establishments throughout the county. David Brackenbury, the executive member for growth and regeneration at the Conservative-led council, stated that the body was “conscious that times can be quite hard for local businesses”. The BBC has requested information from the council regarding the funding source for the advertisement. This advertisement forms a component of the council’s “Hi Street” initiative, which aims to persuade individuals to “step away from online scrolling and discover the magic of the high street.” According to the council’s official website, the government’s UK shared prosperity fund facilitated the realization of this campaign. Businesses featured within the advertisement include Jollys Toys located in Thrapston, The Oundle Bookshop, and Bosworth’s Garden Centre situated in Burton Latimer. The digital advertisement features a musical accompaniment of “Carol of the Bells,” performed by The Songbirds, a choir based in Kettering. Mr. Brackenbury commented: “We’re all searching to spend our money wisely and there’s a lot of competition from the internet.” He added: “What we want to do is promote the fantastic local businesses we have up and down the towns and villages of north Northamptonshire.” He further stated: “There are lots of interesting surprises and incentives to go out there and shop locally.” He emphasized the vital role local businesses play in generating employment and delivering services within the county.