SEASONAL CAMPAIGNS PUT RICHMOND BID IN CONTENTION FOR NATIONAL HONOUR
Be Richmond has been named a finalist in the National BID Awards 2026, securing a place on the shortlist in the Seasonal Campaigns category after a year marked by sustained footfall growth, community engagement and creative place-making in Richmond upon Thames.
The recognition places Be Richmond among the leading Business Improvement Districts in the country and reflects the growing role BIDs play in strengthening town centres amid changing consumer behaviour and ongoing pressures on high streets.
The winners will be announced on Monday, 9 February 2026 at an awards ceremony in central London, where BIDs from across the UK will be recognised for innovation, collaboration and measurable economic impact.
The Seasonal Campaigns category highlights initiatives that successfully activate town centres around key moments in the calendar. Judges assess creativity, partnership working and demonstrable benefits for levy-paying businesses — criteria against which Be Richmond’s programme has performed strongly.
Over the past year, the BID has delivered a sequence of campaigns designed to increase dwell time, attract family audiences and connect Richmond’s natural environment and heritage with its commercial centre. These initiatives have blended experiential marketing with practical support for local traders, reinforcing Richmond’s position as a year-round destination rather than a purely seasonal one.
Eleanor Miller, Marketing Manager for Be Richmond, said: “We’re thrilled to be recognised as a finalist in the National BID Awards. Our seasonal campaigns are designed not only to celebrate key moments in the calendar but to deliver real value for local businesses and the community. This shortlisting is a testament to the creativity, collaboration and hard work that goes into making Richmond Upon Thames a vibrant destination all year round.”
Campaign highlights across 2024 and 2025 included the Easter Teddy Bear Hunt, an interactive trail aimed at increasing family footfall across BID businesses, and Be In Bloom, which marked the 250th anniversary of the first brick laid in the construction of Richmond Bridge. The summer Be Explorers initiative linked Richmond’s green spaces with town centre retailers through an outdoor nature trail, while Be Spooky transformed October half-term with a pop-up pumpkin patch and themed activities.
The year concluded with Be Remembered, a Remembrance-themed community installation featuring 500 handmade poppies from The Poppy Factory, followed by Be Festive, a wide-ranging Christmas programme that included a town-wide lights switch-on, Nutcracker Trail and a ‘12 Days of Christmas’ giveaway.
Together, the campaigns formed a coordinated strategy to support businesses, encourage repeat visits and reinforce Richmond’s identity as a place to live, work and explore.
Be Richmond operates as the Business Improvement District for Richmond town centre, representing levy-paying businesses while promoting the area as a resilient and attractive commercial destination. Further details about the BID and its activities can be found at www.berichmond.london.
