What If…?

Business owners gather at Market Cross in Chichester

Client: Chichester Business Improvement District (Chichester BID)
Campaign: Proudly Chichester, Proudly Independent – What if…?
Duration: July 2025 (National Independent Retailers Month)

The Challenge

Now in its third year, Proudly Chichester, Proudly Independent has become a cornerstone of Chichester BID’s summer activity, designed to champion the city’s independent businesses and encourage residents to rediscover their high street.

BrightWord PR was tasked with evolving the campaign for 2025 – to keep the message fresh, relevant and emotionally engaging while driving tangible increases in visibility, engagement, and participation among both businesses and consumers.

The Idea

We developed the creative concept “What if…” – a theme that captures the spirit of spontaneity and rediscovery. From the small everyday needs to the unexpected moments that make local life special, What if…invited people to see Chichester’s independents as the solution to life’s little twists and turns.

“What if that dress just needed a small alteration? What if you didn’t want to cook tonight? What if your nails need a refresh or you forgot a birthday gift?”

Through this relatable narrative, the campaign connected emotionally with audiences while reinforcing the value, variety and personality of Chichester’s independent businesses.

The Execution

BrightWord PR delivered an integrated PR and marketing campaign spanning content, media relations, social storytelling and business engagement. Key activity included:

  • Launch Event: Coordinated a city-centre photocall at the historic Market Cross, followed by a relaxed networking morning at The Ghost at the Feast, generating extensive visual and editorial coverage.
  • Social Media Campaign: Created and managed a dynamic programme of indie-focused content throughout July, including eight short-form videos showcasing local business owners and their own What if… stories.
  • Digital & Editorial Content: Produced compelling web copy for Independents section of the website including a What if… Guide – designed to help residents and visitors find local solutions for everyday needs with back links to specific businesses featured.
  • Media Relations: Secured coverage in all key local and regional outlets.
  • Stakeholder Communication: Crafted e-newsletters to engage BID member businesses, resulting in strong uptake and creative participation, with many producing their own bespoke What if… content during the month.

The Results

The campaign delivered outstanding results across all channels:

  • +120% increase in social media impressions (333.11K across Facebook and Instagram)
  • +166% increase in interactions (16.2K total)
  • Extensive regional press coverage, including feature placements in key media and long-lead lifestyle publications
  • High engagement from BID member businesses, reflected in campaign adoption, visibility and on-street presence across the city

The result was a vibrant, city-wide celebration of independent spirit – strengthening Chichester’s sense of community pride and reaffirming its reputation as a destination alive with local character.

The Impact

BrightWord PR’s strategic approach combined insight-led creative with targeted communication, delivering measurable outcomes and meaningful engagement. The What if… campaign not only exceeded social benchmarks but also deepened the emotional connection between Chichester’s people and its independent business community.