In a sea of signs proclaiming: ‘Buy a Lincoln’ and ‘You’ll see a lot more in the future’, it’s easy to miss the signs in Lincolnshire’s north.
In the centre of the village lies a new poster-sized billboard, which promises: ‘A brand new poster billboard in Lincoln.
It’s a brand new sign.’
A small sign on the ground, with the slogan ‘Buy the Lincoln’ scrawled in blue, white and red.
‘Buy The Lincoln’ means ‘buy the Lincoln’.
The Lincolnshire Development Agency is paying for the $1m-plus advertising project, which is being designed by London-based firm Ollie Miller.
It has been advertised as ‘a unique way to promote the brand of Lincolnshire, a town famous for its fine architecture and the high quality of its food’.
It is an attempt to break the ‘fads’ of the city, with Lincolnshire being one of the fastest-growing in the country.
The posters have been designed to show off the town’s diverse community, including its farmers, restaurants and shops, and to emphasise the importance of maintaining the local community.
The agency has been able to sell advertising space on Lincoln’s famous Old Town, the old railway station, the local library and the old church.
It is also looking to develop a business-friendly area on the outskirts of town.
The town of Lincoln, a suburb of Manchester, is one of England’s fastest-expanding areas of growth in recent years, and has been named the fastest growing area in England and Wales.
The development agency says the advertising campaign is an opportunity to promote Lincolnshire to its potential.
‘The success of our project is directly tied to the success of the surrounding community and the wider local economy.
We are looking forward to showing off the distinctive quality of the community and supporting our local businesses,’ said Richard Wood, the chief executive of the agency.
‘We are delighted that the Lincolnshire community has accepted this as a key element of our work.’
It’s not just local businesses that have benefitted from the campaign, though.
A new cinema and music venue is set to open in Lincoln, and a small office building has also been added to the town.
One of the billboard’s most prominent features is a giant ‘Lincoln’ sign, which sits atop a building in the town centre.
‘This sign will be our biggest advertising campaign ever, and it will make the town look even more like a living, breathing, dynamic place,’ Mr Wood said.
‘You can see it in our community.
You can see the buildings all over town, the people coming in and out of the town, and the people working.
It really helps the town feel like a real community.’
There is no shortage of Lincolnites to greet the new billboard, and even a local restaurant, The Stag and the Frog, has been invited to the project.
The restaurant, which has been in the same area for more than 20 years, has already received several ‘Lincolns’ in its menu, including the Lincoln’s iconic red, white, and blue sign.
A sign outside The Stagg and the Fly pub in Lincoln has been a ‘Lion’ since the 1930s, when the owner had to relocate the restaurant from a nearby house to make room for the new sign.
‘People who come in for lunch at the Stagg or The Frog always say, ‘It’s great to see a sign on a building,’ said owner John Stagg.
‘And the people at home say, “I love it, the sign makes the place look alive”.’
We don’t know how much longer the sign will last, but we hope it will for a long time to come.’
‘Livestock are a huge part of our economy, and we want to be a positive influence on the community,’ Mr Stagg said.
The owner said he hopes the campaign will attract more businesses to the area, as well as the local pub.
‘Leeds has always been a very strong community, and this will be a great way for us to draw more people in, and make the place a more attractive place to visit.’
It is estimated that the number of people living in Lincoln could reach 2,500 by 2030, which would represent a rise of around 12 per cent on current levels.
It would also bring a dramatic increase in the number coming to the city.
A large number of new jobs are also expected to be created by the new business opportunities, as more people move from the suburbs to the centre.
The new billboard will be erected next to the old town hall, which was built in the 1930’s and is now used for business meetings and weddings.
The sign’s size and colour have also been adjusted, with its outline being red and white instead of blue and white.
It will be up for sale on Monday, October 11.
It comes as part of a wider effort by the agency to develop more of the country’s towns and cities,