The campaign aims to not only promote the Kempsey CBD post construction, but also address issues of job loss and retail leakage associated with the diverting of traffic from the Kempsey town centre from the bypass. 

Council economic sustainability officer Kristy Forche–Baird said it has been estimated that 43 per cent of local shopping dollars are currently being leaked to other regional centres and as a direct result of the bypass 74 jobs were lost from the local economy during the first 12 months after the bypass opened. 

“This marketing campaign will certainly help to address retail leakage and job loss by driving shoppers into the Kempsey CBD,” Ms  Forche–Baird said.

“Not only will locals be encouraged to shop locally as this campaign will target the large number of visitors holidaying in the Macleay over the holiday period.”

Kirsten Basford from Kirsten Basford International, has been engaged by Kempsey Shire Council to coordinate the Smith Street marketing campaign and said the primary objective of the marketing campaign is to showcase the depth of retailers that are right on our doorstep in the heart of Kempsey. 

“The campaign will be centred around the retailers that serve the community and to highlight the diverse range of products that they sell,” Ms Basford said.

“There will be a TV campaign accompanied by a range of print media which will engage both locals and visitors to the Macleay Valley during the peak holiday season.”

Ms Basford will be in contact with Smith Street retailers and the Macleay Valley Business Chamber over the coming weeks to seek their ideas and contributions toward the campaign.