PALMA's mayor, Catalina Cirer, the chairman of the Chamber of Commerce, Miquel Lladó, and the chairman of the Balearic Commerce Foundation, Pere Ferrer, signed an agreement yesterday to promote a Christmas marketing campaign which will be running for the second year in succession. Some 330'800 euros will be spent on the project, of which 150'000 will be contributed by the City Council, 120'200 by the Chamber of Commerce and 60'400 by the Foundation. Further funding will also be provided by the shops that are taking part in the campaign.
At a Press conference yesterday, Cirer said that the aim was to focus on boosting seasonal commerce during a very specific period, that of Christmas.
The intention was for Palma's citizens to enjoy their city bustling with life and colour.
The mayor clarified that the project has a novel aspect this Yuletide because it has been more carefully planned than last year.
It will include activities designed especially for the very young such as puppets, workshops and street theatre troupes. There will also be parades and music
The campaign will begin on 28 November when the Christmas street lighting will be switched on.
Subsequent activity will follow every Friday and Saturday until 10 January, 2004.
Miquel Lladó stressed the importance of small businesses in Palma, alluding to them as a determining factor in the economic success of the city.
He emphasized that the campaign's new focus on children could be the element that rallies family tourism during the winter season.
According to Pere Ferrer, the leader of the Balearic Commerce Foundation, the success of last year's campaign demonstrated that the small traders are still very much alive in Palma and that residents enjoy making purchases at their ease in smaller shops rather than struggling in crowds through large superstores.
The Christmas season in Majorca does not end on December 25- local children traditionally have to wait until January 5 to receive their presents, which are brought by the Three Kings. However, most families now give small presents to their children at Christmas as well.
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