Momentum continues to build behind Northamptonshire’s campaign to secure a brown sign on the M1, as businesses, councillors and MPs join forces to promote the county’s visitor offer and strengthen its economic future. The On The Map Northamptonshire coalition believes an official M1 sign at Junction 15 northbound would encourage more visitors to stop, explore and discover what Northants has to offer.
The campaign’s growing momentum continues to be shaped by the leadership of Sara Penrose, Jon Henderson and the Jeyes family, whose commitment remains at the heart of every stage. Their drive, energy and strategic focus have helped turn early ambition into a coordinated, county-wide effort that is now attracting even broader support from businesses, councillors and MPs.
The coalition now includes representatives from Discover Northamptonshire, Delapré Abbey, NNBN and organisations across the region. Support continues to expand as more groups recognise the value of raising the county’s profile and highlighting its rich mix of heritage, culture and experiences. Together, they are focused on moving the project through its next steps and maintaining the collaborative spirit that has defined the campaign from the start.
Work is already underway to compile the detailed applications required for each symbol that may appear on the brown sign. Once completed, these will be submitted to West Northamptonshire Council before progressing to National Highways for approval. Fundraising is expected to begin in early 2026, with the potential for additional brown signs directing travellers to individual attractions across the county.
The campaign champions believe the project will increase tourism, stimulate local spending and strengthen pride among residents. Community responses so far reflect a growing interest in showcasing Northamptonshire’s identity to passing traffic that might otherwise overlook the area.
Pip Jeyes said the collective effort has created a new sense of energy across the county. “There’s always a great buzz around Northamptonshire, and this campaign shows what we can achieve when people come together. The support from businesses, councillors and MPs has been incredible, and it’s pushing the project into a new phase.”
Business Times is backing the initiative. Editor Kerry said improved visibility from the M1 sign could create lasting benefits. “Our county deserves to be seen,” said Kerry. “A brown sign would encourage more visitors, support local businesses and highlight what makes Northants unique. This campaign reflects the pride and ambition that define our community.”
With applications progressing and support widening, the group remains confident that Northamptonshire is closer than ever to securing a significant asset for its tourism economy.
