Tens of thousands of pounds are being ploughed into a co-ordinated campaign to promote Colchester as the must-visit town for Christmas shopping.

Businesses are putting up cash in a bid to combat the threat from other centres such as Ipswich and Chelmsford.

The idea is to create a new brand image for the whole town centre rather than individual businesses working in isolation.

For the first time a range of Christmas lights will be bought for the town, at a cost of about £70,000.

In previous years most have been hired, with a handful paid for by traders.

Colchester Council will match any donations from business to sponsor the lights and the intention is to build it up to a "display worthy of the town" for the millennium.

A further £15,000 is to be spent on an advertising campaign - with the theme Treat Yourself to Colchester.

Town centre manager Karen Wheeldon said: "With the competition Colchester faces from other centres it is vital we promote ourselves well this Christmas."

"It will help give Colchester a brand image. If resources are pooled we can afford a much wider reaching promotional package."

The Christmas lights, which will featured animated displays including snowmen, candles, santa and sleighs. will be switched on on November 21 at the torchlight procession.

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