TRADERS are celebrating after being given valuable backing to promote their town by Middlewich Vision.

The newly reformed Middlewich Chamber of Trade, which was set up in March, will receive sponsorship for three events designed to promote shopping in the town.

Caroline O'Brien, from Middlewich Vision, said: "The town centre is one of our main priorities and the Chamber of Trade is very much up for regeneration - the shops need to be on board and if we can use some of our funds to support them all the better."

The prize for this month's Folk and Boat Festival themed window dressing competition will be funded by Middlewich Vision, which will also back an event in the Bull Ring in August and the launch of the shoppers' guide in September, as well as a street fair in the town centre.

Dave Thompson, town centre manager, said he was 'chuffed to bits' with the news.

He added: "It was initially about getting a group of people together, which we have done, but to receive such support is just great and it will help the Chamber of Trade to focus even more on what it wants to achieve in the first 12 months.

"The emphasis is on encouraging more people into the town centre and I think that the shoppers' guide is one way of doing that. It's not going to be a one-off thing through the post but a sustained campaign through the back end of the summer and into autumn, which is just the start for Shop Middlewich.

"The more activities the Chamber of Trade can put on to attract people in the better, but to be able to have this support so early on is vital."