jamjar helps Vale town centres ‘bloom’ back to life following COVID19

By Anna Jarvis,

Town centres in the Vale of Glamorgan are looking blooming lovely this month thanks to the work of Cowbridge-based creative communications agency jamjar.

With the aim of helping its local high streets ‘bloom’ back to life following the COVID19 pandemic, Vale of Glamorgan Council commissioned jamjar to develop an event to drive footfall into the town centres of Barry, Cowbridge, Llantwit Major and Penarth. 

jamjar created the idea of a Festival of Flowers, alongside developing the event branding and promotional material, commissioning floral installations, and engaging traders to support the event.

The award-winning agency came up with the idea of a flower trail in each town for local residents and visitors to take part in, giving them the chance to win £100 to spend on the high street. To take part, participants are required to follow the map to find the flowers in selected shop window, identify what flower it is and fill it in on the entry form. 

The festival also allows traders to showcase their floral offerings during the month, including floral fashion and gifts, floral cocktails and food, and floral inspired beauty treatments.

There is also a flower installation in each town providing a focal point and photo opportunity for an online social media campaign #BloomingLovelyVTC.

Nia Hollins, Principal Tourism and Marketing Officer at Vale of Glamorgan Council, said:

“We’re delighted to host the Festival of Flowers in our four town centres for the first time this year. 

The festival aims to encourage residents and visitors to visit and explore what our high streets have to offer and to give our local traders a boost after a tough year.

We’re grateful for the support of the local florists, traders, chambers of trade and town councils who have got behind this event.

It’s time for our high streets to ‘bloom’ back to life following the COVID19 pandemic, and we hope that’s what the Festival of Flowers will do.”

Jamjar’s managing director, Lyndsey Jenkins, said:

“As a Vale of Glamorgan-based business, this was a campaign we were hugely passionate about.  It has been great to see it through from inception to delivery and we’re overwhelmed with the response from local traders who have really got behind the event. Our town centres are looking absolutely beautiful and we hope local residents and visitors will pop along for a browse.”

The event, which is funded by the Vale of Glamorgan Council, will take place in Cowbridge, Llantwit Major, Penarth and Barry until 31st August.