Marketing Kicks In

As long as I’ve been reading newspapers, I recall local rags selling Christmas space each year alongside special advertising features on local town shopping, articles that sometimes tend to exaggerate or promise more than a town can deliver. This year’s no exception, though the Free Press seemingly has it about right.

The Free Press devotes two pages to “Christmas in Ruthin”, one more page than for Dinbych/Denbigh. The editorial supports the ANRHEG Nadolig Rhuthun/Ruthin Christmas PRESENT marketing campaign, re-launched this week, following last year’s effort. There’s a reassuringly sumptuous half-page Christmas PRESENT advert. The Free Press so accurately states, “Few small towns can boast as wide a range of independent retailers as Ruthin”. It continues, “While some fascias have changed above the historic shop fronts, the longevity of many names is a testament to the dedication of owners…”

The editorial almost seems to apologise when it states, perhaps reassuringly after a dreaded Christmas past, “With no road closures, you’ll find it easier than ever to enjoy the festive atmosphere”. Hmmm, traffic & busy shopping don’t mix though parking & shopping does. Dilemma.

Curiously—no doubt as a filler—the pages also have a repeat of the Rotary float timetable, also seven pages earlier. By the way, have you noticed how the float blares out more Christmas songs these days and fewer carols? Shame.

The Denbighshire Visitor devotes a page each to Christmas in Y Rhyl, Prestatyn, Dinbych, Rhuddlan… and Rhuthun. References to the independent, unusual and stress free shopping are as you’d expect. Christmas may take on a “traditional seasonal air” but we’re not sure about “sleigh bells and laughter seemingly round every corner”.

Here, it would’ve been useful to advertise ANRHEG Nadolig in all its regal purple, for there must be an untapped market in the north of Denbighshire looking to try a destination shopping centre of distinction, such as Rhuthun.

Only two local advertisers felt the Visitor was worth the effort. Oddly, one was the White Bear Garage, whereas the other is a more likely candidate, Trefor Jones menswear. Compare this with the Free Press, where there are six (including the White Bear and even more unusually Dragon Drilling).