Marketing and Promotion
At the end of 2004, Kingston had fallen from 12th to 17th place in the Experian UK Town Centre Superleague and had lost over 1 million daytime visitors since 1998.
A media and marketing transformation has been delivered with themed events, additional entertainment and an entirely new creative concept for our publicity, print and website. The inaugural Stylish Living home event in March and the Kingston Food Fortnight in September attracted increased numbers into the town centre and provided an effective showcase for these sectors.
Christmas marketing incorporated the German Christmas Market and the Craft Fair, which have been widely recognised as adding to the appeal of Kingston during the crucial Christmas shopping period and contributing to Kingston’s most successful ever Christmas, with 7.5% increase in sales, 7% growth in footfall and 5.9% growth in use of Park and Ride in 2006.
Additionally, the Kingstonfirst team has worked with partners to publicise and promote a wide range of activities throughout the year.
The year ahead
Kingstonfirst's overall marketing strategy is to continue to drive performance by increasing footfall and build awareness of Kingston as a regional destination for shopping, leisure, culture, and entertainment, thereby increasing visitor numbers, especially first time visitors. A marketing executive was appointed at the end of 2005 to coordinate campaign activity.
Marketing plan
The marketing plan - which includes events and promotions, proactive media relations activities, a full Christmas campaign, plus cross sector added-value promotions - has been agreed with the Media and Promotion group. This included 'jazzing up' the website as a key communication tool, and utilising local and regional adverting, promoting Christmas lights, markets, Park and Ride, seasonal events and the January sales. Events will be publicised through press and radio, direct mail, PR and online campaigns.
Summer marketing campaign
Kingstonfirst is undertaking a major new initiative to increase the number of visitors to Kingston this summer. To maximise its potential, BID businesses must keep us up to speed about any events or initiatives which they would like promoted via our revamped website
Maps
Kingstonfirst provides signage and visitor maps to help all visitors enjoy and make the most of Kingston, available from the tourist information centre.
Research
Kingstonfirst undertakes a customer survey each year, to monitor customer needs and perceptions.
Events
Kingstonfirst works in partnership to offer all year round annual events in Kingston to encourage more people to visit the town centre.
MARCH |
Stylish Living Home Event - a fortnight of events and special offers in stores throughout Kingston, held in the spring to coincide with the Ideal Home Exhibition. |
APRIL |
Kingston Breakfast run - 16 mile course starting and finishing in Kingston's market place, attracted 4000 competitors and an influx of supporters. Some businesses reported double their usual Sunday takings. |
MAY |
May Merrie. The annual May Day celebration with entertainment for all the family at the Fairfield and throughout the town brought people flocking in. |
JUNE |
Dragon Boat Challenge on the Thames at Canbury Gardens |
JULY |
Kingston Regatta and Festival featuring 300 boat races downstream towards Kingston Bridge |
JULY / AUGUST |
Thumbs Up It's Thursday offers free fun and educational activities for children aged 3 to 12 in Kingston town centre every Thursday afternoon throughout the school holidays |
SEPTEMBER |
Kingston Carnival. Annual grand carnival procession, with dancing, live music, stalls and delicious food. Held in partnership with Kingston racial Equality Council, the Royal Borough of Kingston, Kingstonfirst and a number of Kingston organisations. Food Event to display the huge variety of cafes and restaurants in Kingston town centre. |
NOVEMBER |
Christmas Merrie Day at Eden Walk Shopping Centre. Free fun activities for Christmas shoppers Park and Ride opens. Kingstonfirst works in partnership to provide a Park and Ride service from Chessington World of Adventures to bring an estimated 55,000 people into the town centre in the run up to Christmas |
Town centre permissions
For permission for stalls, markets and leafleting in the town centre you need to contact the Senior Market Officer - Royal Borough of Kingston upon Thames:
Dawn Bowling
Tel: 44 (0) 20 8547 5861
Email: dawn.bowling@rbk.kingston.gov.uk
Permission to film in Kingston town centre must be obtained from the council.
Link to RBK site: http://www.kingston.gov.uk/
Email: jackt@rbk.kingston.gov.uk