Spitalfields in drive to lure weekday visitors

Shop owners surrounding Spitalfields Market in London have banded together to launch a media drive to attract shoppers to the area on weekdays.

The PR campaign will highlight the stories and personalities behind the stores at the 300-year-old market, said Sharon Morrison, managing director at Quay West Communications, which has been hired by the Spitalfields Marketing Group.

A press event in September will launch the media relations drive with national home interest, food and fashion titles targeted to reflect the market’s core strengths.

Morrison added that travellers’ publications and London press such as Time Out and Metro will also be targeted.

The group will also piggyback on media interest in existing festivals, such as April’s Alternative Fashion Week, the Brick Lane Festival and the Spitalfields Festival to highlight the community feel of the district.

‘Spitalfields is the perfect antidote to high street shopping and most of the people serving in the shops are the actual proprietors, so they’ll go that extra mile,’ said Morrison.

She added that the history and ‘quirky’ nature of Spitalfields has given it an attractive reputation with the ‘cognoscenti’ and the campaign will attempt to spark curiosity.

The marketing group was formed earlier this year by more than 50 shop owners operating around the 12-acre site, which is being regenerated.

Chairman Maria Hearty said that while the market remained popular on Sundays, proprietors were concerned by falling numbers of shoppers during the week.

Signs will guide visitors towards the market.

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