When it comes to effective town centre advertising, timing and creativity are vital. Our recent collaboration with Ilford BID showcases how strategic outdoor advertising can transform a high street environment during the crucial summer trading period.
See how we worked with Ilford BID to bring vibrancy to their town centre
About Ilford BID
Formed in 2009, Ilford BID has spent over 15 years working to illuminate the town centre and drive footfall to local businesses. Representing nearly 400 businesses, the BID focuses on creating an attractive and vibrant trading environment that serves as a destination of choice for families, communities, and consumers.
The Challenge
While Ilford BID’s winter programming, particularly their annual Christmas lights display, brings significant investment and atmosphere to the community between November and January, they identified a crucial gap during the summer months. The challenge was clear: how to maintain the town centre’s vibrancy and welcoming atmosphere throughout the warmer seasons?
Four of the 28 designs used for the Ilford BID campaign
The Campaign
Working in partnership with Ilford BID, we developed a town centre advertising campaign that ran from May through October 2024. The initiative combined our lamppost banner displays with an opportunity for local businesses to participate in the town’s promotional efforts.
Strategic Approach
The campaign centred around the “Love Ilford, Live Ilford” branding, creating a cohesive visual narrative throughout the high street. The initiative utilised a multi-purpose design including:
Event Promotion: Banners showcased upcoming town centre events, keeping the community informed about local activities.
Business Spotlight: Local businesses were offered advertising spaces on the banners, creating an effective platform for promoting their products and services.
Design and Implementation
The banner designs demonstrated a balance between consistency and variety. Each design maintained the core “Love Ilford, Live Ilford” branding while featuring unique elements for different businesses and events. The high-impact positioning along the High Road ensured maximum visibility, with individual banners capable of generating around 300,000 weekly views. (Audience data provided by Route).
The campaign featured vibrant, double-sided banner designs
Client Perspective
Cyril Bekoe, Ilford BID Manager, shared his thoughts on the campaign:
“We wanted to uplift the town centre, to illuminate it, make it seem brighter and more welcoming. Partnering with Bay Media allowed us to not only achieve this but also create valuable advertising opportunities for our business community. When you walk on the high street now, you’re not only seeing events that we’re hosting but also discovering more about our local businesses and the products and services they offer.”
Long-term Partnership
This successful campaign builds upon our established relationship with Ilford BID, which began in 2019. The effectiveness of our town centre advertising solutions has led to an ongoing partnership, with plans already in place for 2025’s summer campaign.
Impact
The campaign has contributed significantly to Ilford BID’s placemaking efforts, creating a more cohesive and attractive town centre atmosphere. By combining event promotion with business advertising, the initiative has helped strengthen the connection between local enterprises and the community they serve.
Looking Forward
The success of this campaign demonstrates the continuing effectiveness of strategic outdoor advertising in town centre environments. By combining creative design, careful placement, and community engagement, we helped create a campaign that delivers both practical promotional value and an enhanced local atmosphere.
Bay Media specialises in creating effective outdoor advertising campaigns for town centres, shopping districts, and urban environments across the UK. From business improvement districts to local authorities, we have the expertise to ensure your message reaches the right audience at the right time.
If you’re looking for impactful outdoor advertising solutions for your town centre, reach out to us to discuss your project.