A giant lozenge will appear in Chelmsford's high street when a major campaign is launched to showcase the county town. Pavement artists will chalk the lozenge-shaped icon on the High Street on Friday 23 March to start the initiative by a group of business leaders to highlight Chelmsford's attractions to visitors, businesses and those who live and work in the town. 14 March 2007 There will also be 12 two metre-high lozenges, showing some of the attractions of the town and area, with window posters and car stickers displayed around Chelmsford to help raise the profile of the town that is at the heart of the county. The launch takes place at 11am outside the Meadows shopping centre. The Choose Chelmsford campaign, which is being steered by a group of business leaders from the Chelmsford Business Forum supported by Chelmsford Borough Council, launches just ahead of Celebrate Chelmsford, another initiative that aims to bring together all the festivals and events held in and around the town. Chelmsford, famous for being the home of Marconi, is now home to a number of leading companies and organisations, including Britvic, Essex County Council, e2v Technologies and Anglia Ruskin University. With an impressive track record of hosting internationally acclaimed cultural events, such as the V Festival, Eurojam and this year the centennial World Scout Jamboree, the town is looking to position itself as an economic and cultural centre within the Eastern Region. It was felt that a brand image was required to effectively promote the wide variety of leisure, cultural and business services that Chelmsford has to offer. Chairman of Chelmsford Business Forum, which is heading the campaign, Mick McDonagh, said: "Branding is all important today. The 'Choose Chelmsford' lozenges are our chosen branded image. A unique, memorable logo and slogan can be extremely powerful and has the possibility of passing into our everyday language. A common metaphor in marketing circles is 'sell the sizzle, not the sausage' which basically means sell the benefits, not the features of a product, place or person. In our case we have the opportunity to do both." He added, "The continuous promotion and strengthening of 'Choose Chelmsford' is in the interests of every person who is concerned about the town's success." Chelmsford residents and businesses are being asked to help sell the town by using one or more of the lozenges and to display a poster or car sticker. Free car stickers can be picked up at the launch of the campaign on the 23 March. Lozenges can be downloaded free from the Choose Chelmsford website. For more information about the 'Choose Chelmsford' campaign, contact Mike Smith at Chelmsford Borough Council on 01245 606822, or email mikesmith@chelmsford.gov.uk. PR073748
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