Stagecoach has been confirmed as headline sponsor of a fundraising gala dinner supporting Northamptonshire’s campaign for a brown tourism sign on the M1, with other businesses being urged to get involved.
The gala dinner, on Thursday 11 March 2027 at the Mercure Hotel, Northampton, will raise funds for Northamptonshire On The Map’s proposed sign at Junction 15.
The volunteer-led group brings together local businesspeople, tourism professionals and community representatives. It aims to encourage motorists passing through Northamptonshire to discover the county’s attractions, stay locally and spend money with its businesses.
With Stagecoach on board, the organisers are seeking further support through table sponsorship, drinks and entertainment sponsorship, auction and raffle prizes, and contributions of services or expertise.
Philippa Jeyes, a member of the Northamptonshire On The Map team, said: “We all know businesses, places and experiences in Northamptonshire that deserve to be better known. This campaign is about coming together to help more people discover them.
“The gala dinner is a chance to celebrate our county while helping us take a practical step towards giving it greater visibility. Having Stagecoach as headline sponsor is a fantastic boost, and we would love more businesses to get involved.
“Whether you bring colleagues or clients, sponsor a table or donate a prize, you’ll be helping a project that reaches beyond any one business or town. This is something we can do together for Northamptonshire.”
According to West Northamptonshire Council, the county’s tourism strategy identifies more than 18 million visits a year, generating around £1 billion in spending.
Patrick Stringer, Commercial Director at Stagecoach Midlands, said: “Northamptonshire has a great deal to offer visitors, and helping more people discover the county makes commercial sense. When visitors spend money in our attractions, hotels, restaurants and shops, that supports jobs and creates opportunities for other local businesses too.
“As a major transport business in the county, we’re pleased to support the gala dinner as headline sponsor and help the campaign move towards its fundraising target. We would encourage other businesses to join us, whether by sponsoring a table, donating a prize or bringing colleagues and clients along. It’s a practical way to invest in the county’s profile and support its visitor economy.”
The campaign’s overall fundraising target is £80,000 towards the design, manufacture and installation of the proposed brown tourism sign.
The application has received official endorsements from West Northamptonshire Council and North Northamptonshire Council and is currently with National Highways for feedback. Installation remains subject to approval and funding.
The gala dinner will take place in the hotel’s Buckingham Suite, beginning with a drinks reception at 6.30pm. Guests will enjoy a three-course dinner, guest speakers, live music and local entertainment, alongside a Northamptonshire auction, raffle and fundraising activities. The evening finishes at midnight, with a “dress to impress” dress code.
Tickets and table sponsorship options are available through Ticket Tailor.
For sponsorship enquiries, prize donations or offers of support, contact Philippa Jeyes or Anna Jeyes at hello@northamptonshireonthemap.co.uk, or call 07712 987818.
Find out more at northamptonshireonthemap.co.uk.
