Surrey Heath Borough Council announce their support for Camberley town centre businesses, driving footfall and bringing enjoyment and festive cheer to shoppers and visitors.
Surrey Heath Borough Council led a festive campaign for Camberley town centre bringing an event to the town centre every weekend throughout November and December 2018 leading up to Christmas.
The event campaign drew on support from the town’s Business Improvement District (BID) ‘Collectively Camberley’, The Square shopping centre, Camberley Theatre and The Atrium; a large centre which is host to shops, a Vue Cinema, soft play and bowling – bringing together cross-town events into one uniquely branded event programme.
Be Enchanted in Camberley’s events were varied and unique. They included a Christmas Parade with Santa arriving in Camberley in a horse drawn carriage accompanied by local schools, dance groups, gymnastic clubs, faith groups and community groups. A Nutcracker ballet event was held in The Square shopping centre to coincide with Vienna Festival Ballet’s Nutcracker ballet performance in Camberley theatre. The event included professional dancers and dances performed by Camberley’s Bluebell Ballet School. Other events in the Be Enchanted programme included music concerts, carol singing and finding eight reindeer positioned all around town after being decorated by local schools.
In addition to the event programme Camberley’s Santa’s Grotto was given a significant overhaul. A unit in The Square was transformed into a magical winter wonderland complete with singing penguins, a cosy cottage for Santa and an enchanted forest walkway. The windows of the former BHS retail unit at Ashwood House were decorated by council staff to create beautiful Christmas displays. Hillier Garden Centre provided the town with many snowy Christmas trees for Santa’s grotto, winter forest and the children’s Christmas craft area, ’Pixie House,’ in Cambridge Square.
The campaign was enhanced by strong branding and marketing collateral which was created in-house by SHBC and incorporated the town centre partners. This was supported by an extensive online and offline marketing programme compiled by SHBC, The Square and Collectively Camberley to promote Be Enchanted in Camberley across digital, print, radio adverts, door drops and bus backs. Secondary catchments were particularly targeted to drive footfall from neighbouring towns including Aldershot, Fleet, Bracknell, Sandhurst and Farnborough.