A nationwide “Summer of Love” campaign has been launched across Johnston Press titles in a bid to boost local businesses and encourage them to advertise.
The regional publisher has launched the joint editorial and advertising initiative to urge local businesses to advertise in its titles across the UK and to also encourage readers to support local companies.
The major project which aims to “harness the feel good factor of summer” runs throughout June and titles have been highlighting how backing local businesses, rather than just shopping at major supermarkets, helps boost the local economy.
As part of the campaign, the publisher is using the Twitter hashtag #summeroflove and highlighting their new-look newspapers and websites, which are continuing to be rolled out across the company.
Chief executive Ashley Highfield tweeted at the start of the campaign: “OK everyone at Johnston Press, lets own the #summeroflove hash tag!!! @sheffieldstar and @d_times already off the blocks…”
In a story about the launch, Derbyshire Times editor James Mitchinson wrote: “The idea of Shop Local is to encourage people to shop within their local community and give their local high street a boost by shopping close to home rather than going further afield.
“We are also encouraging businesses to use all aspects of our unrivalled reach – we’re so much more than just a newspaper, and we’re reaching more people than ever before – that can only be good for business.
“Both the newspaper and website have been redesigned, offering a fresh, quality platform for advertisers to promote their businesses and for people willing to spend locally to find what they want.”
Gillian Gray, Lancashire Evening Post editor, wrote: “It makes sense for all of us to support local firms who will put money back into the local economy – so if we all work together we can really make a difference.
“We want readers to spend their money locally, visiting our local tourist attractions and eating out at local pubs and restaurants.
“We want to help businesses on our doorsteps kick-start their summer by helping them to find new customers.”