Visit Colchester will begin filming a new Sky TV commercial in the next couple of months, set to be aired in the summer as part of the “If Our Walls Could Talk” promotional campaign.
With a cost of over £40,000 the 2018 TV advertisement will feature Colchester’s historic Roman walls and areas of natural outstanding beauty including the ‘Constable country’ of Dedham Vale.
Council bosses said the ad is being created to help increase visitor numbers to the town, especially those visitors who could spend “days wandering the winding streets” exploring the Castle and Roman ruins.
With a production budget of £10,000 the ad will be produced and distributed by London film company Silverfish Films whose previous clients include McDonald’s, Saatchi & Saatchi, NHS, Natwest and Carphone Warehouse.
Colchester councillor Tim Young (Lab), said: “A visitor to the town could happily spend days wandering the winding streets, exploring the Castle and Roman ruins and being entertained by all kinds of attractions around our beautiful borough.
“Our Summer 2018 ad will be a celebration of all the things that make Colchester a top choice for holidaymakers in the UK.”
Advertising airtime costs to promote the ad on TV will cost £30,871 during the summer months, but some have questioned if the costs represent real value for money.
Simon Crow, Colchester resident who has worked with broadcasters including Channel 4 and ITV, said: “Nobody could deny that television advertising is a powerful medium with the potential to reach a large audience.”
“But it also has its limitations because when the budget is spent the campaign is over, that is the end of it.
“We have already seen adverts for Leisure World on television and now a Sky TV campaign is planned to promote the town.
“I believe the £40,000 would be better spent on a social media campaign across various platforms including Facebook, Twitter and YouTube. This would have a far greater reach and a longevity that television advertising cannot match.”
The commissioned TV advertisement will showcase Colchester’s heritage alongside local contemporary attractions, restaurants, shops and places to stay and will follow a series of video shorts created by Visit Colchester for social media, posted last year to attract families and other groups to the area.