A JOINT Minehead marketing campaign, including a new visitors’ guide, is now paying dividends as the town reaches its peak holiday season, business leaders said this week.

Minehead BID has used funding from the emergency town centre recovery scheme created by Somerset West and Taunton Council to help town centres recover from the pandemic, to finance a package of initiatives aimed attracting day visitors and those looking for longer breaks.

“It has been many years since Minehead had an official visitor guide,” said Minehead BID manager Andrew Hopkins. “Using high quality images and material provided by Visit Somerset chairman Giles Adams we hope we have shown Minehead in a new refreshed light.

“The 40-page guide has been very well received, and we hope shows there is indeed hidden treasure to be discovered in our town!”

Julian Abraham, out-going chair of the recovery fund and landlord of the Old Ship Aground at Minehead Harbour, said: “The new visitor guide is a powerful tool in promoting Minehead as a great place to work, rest and play to a wide audience of visitors.

“Through the fund, managed by Minehead BID, it is a clear and bold step forward as we look at recovery strategies into the future” Cllr Marcus Kravis, district council portfolio holder for economic development said: “SWT is delighted to have helped facilitate these initiatives being delivered by the partnership of Minehead BID, local businesses, arts and other organisations to help the high street bounce back from the impact of Covid-19.

“They have really grasped the opportunity to promote the retail environment, tourist attractions and much more in this vibrant guide, showcasing the best of this coastal community.

“I hope it will be embraced by our residents as well as visitors from across the country who can enjoy what’s on offer and support our economy after what has been an incredibly challenging year.”

The distinctive guide cover was created by local artist Leo Davey, who said: “I was asked to create a new image but from a traditional viewpoint. Minehead is coming out of the pandemic with a new optimism I feel. The bright new guide captures this.”

Giles Adams, chairman of Visit Somerset, added: “It was an honour to play a role in producing this testament to Minehead, somewhere that I have known and visited for over 50 years.”

A total of 25,000 copies of the visitor guide have been produced and are being distributed by Glide Media, along with the Minehead Shoppers Guide, produced by the Minehead Chamber of Commerce.

In addition to the visitor guide, 50,000 copies of an eight-page Welcome to Minehead pull-out leaflet has been produced which will be given to every visitor to Butlin’s this summer in their welcome packs and distributed on site.

The pull-out leaflet highlights places to visit in the town and surrounding area and provides details of places to eat and drink in Minehead.

John Whybrow, general manager of Butlin’s, said: “This marketing partnership is one of the many steps led by Minehead BID to put Minehead back on the map. We certainly feel we are on to a winner being part of this one”.