Riverside pubs set for boost

Pubs by rivers and canals are set to receive a boost in trade after a major marketing campaign was launched to attract more visitors.

British Waterways (BW), which owns around 100 pubs along Britain's canals and rivers, managed by Scottish and Newcastle Pub Enterprise, has launched the £800,000 initiative to persuade more people that being by the water can improve their everyday lives.

A recent YouGov poll for British Waterways shows that although 50 per cent of people are aware they live within five miles of a canal or river, only three per cent are currently visiting them.

British Waterways wants more people to use and enjoy its waterways and is highlighting the different ways canals and rivers can be part of everyday life.

Simon Salem, BW's marketing and customer service director, said: "We want to surprise people who might not normally think about their nearby canal or river and make them reassess it as something that could be part of, and improve, their everyday life."

It says that while 50 per cent of the population is aware it lives within five miles of a waterway, only three per cent visit them.

Around 1.5m adults visit the waterways each year, spending around £1.5bn annually on goods and services.

It says being by a river or canal can offer an alternative and more attractive environment for eating lunch, walking to work, jogging, exercising the dog, taking a short cut or going for a bike ride.

Salem added: "We believe that by encouraging people to use this fantastic resource, it will enhance their quality of life and also help to grow commercial income to help sustain the future of the waterways."