Promoting Morpeth campaign hopes to boost visitors

Aug 27 2010 by Darren Kelso, The Journal

STRONG support has been pledged for a major new campaign to promote a Northumberland town following a boom in visitors.

The opening of a flagship £32m shopping centre has helped Morpeth buck the national retail trend and attract significantly more shoppers since the Sanderson Arcade complex was opened by Absolutely Fabulous star Joanna Lumley last November.

The centre drew in a million customers in its first six months of trading, with a knock-on effect for other shops, restaurants, cafes and pubs in the town.

Now local business leaders are determined to cash in and build on the success story through the Promoting Morpeth campaign, aimed at attracting even more visitors and their spending power.

A special working group has been set up by the chamber of trade to drive the initiative forward.

It is being supported by Northumberland Tourism and Sanderson Arcade developer, Dransfield Properties.

Local company Beach Design is developing a “brand” and new advertising logos for the town, which will focus on the slogan More in Morpeth.

Earlier this week an open meeting of about 40 local shopkeepers, businesses and councillors gave a positive response to the promotional campaign, which is set to be launched in the run-up to Christmas.

It follows a survey by Northumberland Tourism, which showed that about 86% of visitors to Morpeth come for the shopping offer.

Yesterday Morpeth and district chamber of trade chairman, John Beynon, said: “We feel we are doing very well compared to most other towns since the opening of Sanderson Arcade, which has had a significant impact because of its quality and design.

“It has increased footfall dramatically and we want to capitalise on that.

“In this difficult economic period we want to help all of the shops and businesses in the town, because that is what the chamber of trade is here for.

“We believe we are bucking the trend at the moment, because of various chamber initiatives and most definitely the new arcade, but we can always do better. This week’s open meeting was unbelievable because there was a very good turnout and everyone was really positive about the Promoting Morpeth campaign.”

The working group, which is chaired by leading Morpeth businessman Richard Rutherford, has asked for £5,000 from the chamber to help fund the promotional drive.

In addition, Dransfield Property has agreed to promote the chamber of trade as part of its own advertising for Sanderson Arcade.

Yesterday Sanderson Arcade manager Debbie Anderson, who is a member of the working group, said 1.6 million people had now visited the centre since it opened.

“We are absolutely delighted with the way things have gone and are looking forward to getting the second phase completed soon with more exciting retailers coming in,” she said.

“We have been inundated with tourist coaches and people have not only been coming to the arcade but also visiting shops in other parts of the town.

“This campaign is about promoting Morpeth and all of its attractions, and we got a great response at this week’s meeting.”

Retailers at the arcade include Marks & Spencer, Fat Face, New Look, Waterstones and Laura Ashley.