AN innovative project to make Bradford on Avon more attractive to tourists is in the pipeline, aiming to capitalise on the town’s beauty, history, shopping and tourism opportunities.

Roger Pride, of creative branding agency Heavenly, put forward an ambitious proposal to the town’s Area Board last week for the town to have a film office, forge a strong tourism partnership with Bath and drive the night-time economy by lighting up buildings in the town.

Following a survey, interviews and research, Mr Pride devised his strategy for Bradford on Avon being the 'Perfect Setting', encompassing its rare beauty, independent spirit and timeless history.

“This town has such burgeoning potential,” said Mr Pride, who was instrumental in revitalising tourism projects across Wales. “As a potential film office the town has a range of amazing locations and you can team up with Bath Film Office too.

“You have one of Britain’s leading destinations on your doorstep and by organising day canal trips and walking tours you can really draw tourists in. By stimulating the night-time economy, like Budapest or Strasbourg, you can showcase the historic assets and draw people to your restaurants and shops. It can be self-financing.”

The speech, which also included the prospect of Bradford selling itself as a weekend break, was warmly received by the 80 people present at the area board meeting last week.

“It was very impressive and involved some fantastic ideas. I went into the meeting quite sceptical but I was bowled over by it all – this is a brilliant opportunity,” said Councillor John Potter, who invited Mr Pride to the meeting.

A working group, the Branding Group, has already been formed, with councillors and shop owners meeting next week, something Mr Pride is eager to get involved in.

“I am happy to help but you as a town will make this a success. I have seen the town you are and hopefully this has enthused enough people to be spurred into action,” he said. “The plan wasn’t focused on bringing in industry but I believe it can come about as a result from it.”

Councillor Magnus Macdonald said: “By combining our resources, we can work together and move forward with this and I agree with Mr Pride that a working group should be formed as soon as possible but we need to be singing from the same song sheet.”

Visit Wiltshire chairman, Peter Wragg, said: “Mr Pride has worked with us before and did such a good job and here he has put together a very creative and practical concept on a very complex and difficult issue.

“If the town can harness his ideas and keep up this momentum this could be wonderful.”