A CAMPAIGN to boost footfall in Evesham town centre has been shortlisted for a prestigious national award.
The Christmas nutcracker trail is in the running for the Best Christmas Campaign Category in the SCEPTRE Awards 2025, which celebrate excellence in retail, marketing, and community engagement.
The winners will be announced at the awards ceremony in London this October.
The trail was a joint project between The Valley and Evesham Place Board, with funding from Wychavon through its share of the Government’s UK Shared Prosperity Fund.
Visitors were invited to hunt for the 20 themed, 7ft-tall nutcrackers, which were placed in businesses around the town centre and The Valley during last year’s festive season.
Each one was handmade from repurposed giant parcel tubes and decorated with festive designs, such as Father Christmas and Rudolph the reindeer.
There were also unique nods to Evesham’s history, including Simon de Montfort and the town’s famous asparagus and blossom festivals.
Phil Maclean, the newly appointed chair of Evesham Place Board, said: “We are delighted to see the Nutcracker Trail receive national recognition. This project exemplifies how creative placemaking and strong partnerships can drive footfall, foster community pride, and support the economic vitality of Evesham.”
Analysis of the campaign using mobile phone data showed footfall was up in Bridge Street, Vine Street and High Street last Christmas compared to the festive season in 2023.
“The success of the trail further highlights the advantages of working together to deliver positive change. It’s a great example of the difference our Place Boards are making and why we continue to invest in them,” added Councillor Richard Morris, leader of Wychavon and board member for economic growth and tourism.
