Free promotional material – The BID will help supply a free repository of high-quality photography, video content, itineraries, marketing toolkits and stories that can be shared by all businesses to their clients and customers and press. The photos on our Flickr account are free for you to use.
Animating the city – We Illuminate and decorate the city to attract customers: Christmas lights from mid-November to early January and floral displays from June to September are significant ways of generating a positive lasting impression for locals and visitors. Without the BID, these wouldn’t happen. An improved environment means people are more likely to stay longer and spend more.
Event support – Events bring increased footfall, dwell time and overnight stays, and attract visiting friends and relatives. In the first BID term, BID supported and run events brought more than 285,000 visitors to the city. The BID will continue to support events to ensure our city remains a vibrant and creative destination for everyone.
Attract higher-spending visitors – Only 8.4% of visitors to Canterbury are currently staying overnight and yet they generate 38% of the total spend. The BID funded a new visitor economy strategy – the Destination Management Plan (DMP) – which will shape the city-wide promotional strategy over the next five years and bring the Canterbury story to life through high impact, targeted campaigns promoting Canterbury as a first class cultural heritage destination.
Reaching out to locals – Marketing to inspire locals to be tourists and shoppers in their own city is essential, including residents, staff and students. The people who are going to spend money on a regular basis are those who live within 30 minutes of the city and those who work in and around the city. Canterbury’s significant influence is reflected by the city centre’s extensive shopping catchment area with a population estimated to be over 1,000,000 people. Your BID will target this market to encourage local spending through MyCanterbury and The Canterbury Gift Card.