Public Sector: Campaign breakdown - Love Your Local High Street

Who: London Borough of Camden

Timescale: June-ongoing

Budget: Up to £100,000

THE LOWDOWN

Camden Council has launched a campaign to help local businesses and town centres during the recession. The campaign aims to encourage local people and Camden's visitors to use local shops, restaurants and attractions.

- Why is it happening now?

Camden Council has committed to a £6m package to support businesses, help local people into training and jobs, strengthen town centres and boost tourism.

- Who is being targeted?

Local residents and visitors to Camden.

STRATEGY AND TACTICS

As well as media relations activities, the campaign has launched across outdoor advertising sites including bus stop posters and lamppost banners. Marketing packs of window stickers and posters have been sent to shops, bars and restaurants and banners have been placed in community buildings. This has been backed up by ads and editorial in the council's residents' magazine, Your Camden.

- What else is happening?

An interactive web portal is gathering residents' comments on what they love about Camden. Social media have been actively used, with the campaign promoted through Twitter. Flickr is being used to gather residents' favourite Camden images.

- What challenges does the campaign face?

There are eight campaigns running simultaneously, with each area having different needs, which adds a layer of complexity. Different marketing approaches have been used to meet the needs of the different areas while maintaining a consistent look and feel. Major challenges include consulting and liaising with local businesses.

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