It might be known for its independent shops, historic buildings, beautiful countryside, lively markets or simply its strong sense of community.
The difficulty is making sure people beyond the immediate area hear that story.
Promoting a place does not necessarily require a huge advertising budget. It requires local businesses, community groups, residents and public bodies to work together and present a clear, attractive identity.
Decide What Makes the Place Special
The first step is to identify what makes your area different. Avoid vague claims such as “a great place to visit.” Instead, focus on something tangible.
Does the area have an unusually good selection of independent retailers? Is there a historic market, attractive canal, famous local product or thriving food scene? Perhaps it is an excellent base for walkers, cyclists or families looking for an affordable day out.
A distinctive identity helps people understand why they should visit.
Build a Recognisable Local Brand
A simple name, logo and visual style can give promotional activity a consistent appearance. This does not mean replacing the town’s existing identity. It means creating a recognisable banner under which businesses and organisations can work together.
The branding can be used on posters, websites, shop windows, social media posts, event programmes and reusable shopping bags. Local businesses could also display stickers showing that they are part of the campaign.
Make Better Use of Social Media
Social media offers one of the least expensive ways to promote an area, but accounts must be active and interesting.
Rather than continually posting advertisements, share photographs of attractive streets, introduce local business owners and publicise forthcoming events. Short videos showing markets, cafés, parks and unusual local landmarks can perform particularly well.
Encourage residents and visitors to share their own photographs using a consistent hashtag. Always obtain permission before reusing somebody else’s images.
Give People a Reason to Visit
Regular events keep an area in the public eye. These could include food festivals, Christmas markets, heritage weekends, book fairs, live music, art trails or late-night shopping evenings.
Smaller activities can be effective too. A scarecrow trail, shop-window competition or local history walk may attract families without costing a fortune.
Businesses should plan together so that cafés, pubs, shops and attractions are open when visitors arrive. Nothing damages a promotional campaign more quickly than inviting people into an area only for them to find locked doors and outdated opening times.
Work Together
Individual businesses can promote themselves, but a coordinated campaign will usually reach a much larger audience.
Traders’ associations, parish councils, Business Improvement Districts, tourism groups and community organisations can share costs and expertise. A café might provide refreshments for an event, a printer could produce programmes and a photographer could supply images.
Local schools, churches, sports clubs and voluntary groups can also help spread the word.
Make Information Easy to Find
Every campaign needs a reliable online home containing current information about parking, public transport, accessibility, toilets, attractions, accommodation and opening hours.
A visitor should not have to search several outdated websites to plan a simple day out. Google Business Profiles should also be checked regularly because inaccurate opening times can cost businesses customers.
Clear street signs, maps and information boards remain important. Not everybody wants to download an app simply to find the town centre.
Tell Stories, Not Just Statistics
People connect with stories. Introduce the baker whose family has worked in the village for generations, the entrepreneur restoring an empty shop or the volunteers protecting a local landmark.
Send these stories to newspapers, magazines, bloggers, radio stations and regional television programmes. Good photographs and accurate contact details make it much easier for journalists to use the material.
Look After the Basics
Promotion can attract visitors, but their experience determines whether they return. Clean streets, welcoming businesses, tidy shopfronts, accessible pavements and well-maintained public spaces are all part of marketing a place.
The most successful destination campaigns are not built around slogans alone. They grow from local pride, cooperation and a genuine determination to give visitors a good experience.
Promote what is distinctive, make information easy to find and give people something worth talking about. A place’s greatest ambassadors will always be the people who live and work there.
I have worked as a member of a team that helped promote a small market town. The town hosts walking festivals, a short story competition and an arts festival, but all, successfully, operated on a tightly controlled budget.
