The Sparkling Bradford Winter campaign commences as the Festive Launch and official Christmas lights switch on for Bradford city centre took place on Saturday 13 November at The Broadway, Bradford with a host of celebrity guests.

Tinchy Stryder, Jake Quickenden, Elsa and Anna from Frozen, and Ellie Sax performed throughout the day. The Christmas lights switch on for the city centre was organised and hosted by The Broadway and took place at 6.30pm. A spectacular fireworks display which was organised by the Bradford BID took place at 7pm.

The Festive Launch marks the start of annual festivities and events across the district and sees the return of the successful Sparkling Bradford marketing campaign delivered by partners VisitBradford, The Broadway Bradford, Bradford Business Improvement District (BID), Ilkley BID and Bradford Council.

The Sparkling Bradford winter campaign will work to boost the visitor economy by showcasing the visitor experience on offer across the Bradford district during winter 2021. will detail a huge and diverse range of events, activities, entertainment and performances to help plan days and trips locally.

Launched in 2018, Sparkling Bradford is considered by its partners to be a highly successful initiative which supports local trade and the visitor economy.

Patricia Tillotson, visitor and business development manager at VisitBradford, said: “Sparkling Bradford showcases everything that the Bradford district has to offer to both local residents and visitors - there is so much to embrace and enjoy whilst supporting the local economy. Winter brings a host of seasonal events, starting with the star studded Festive Launch.”

Ian Ward, general manager of The Broadway, Bradford, said: “This is the seventh campaign for Sparkling Bradford which first launched in 2018 and has consistently boosted footfall across the district through its summer and winter attractions and events."

Jonny Noble, manager of Bradford BID, said “Bradford BID has been involved in a number of Sparkling Bradford campaigns since it started and we are constantly delighted with the interaction with the public but also our brilliant businesses. It really gives them a platform to showcase what they have on offer and get those Christmas shoppers and visitors flocking.”

Stuart Hyde QPM, Chair of Ilkley BID, said: “We have the opportunity to help our district sparkle again as businesses approach the festive period with optimism. Sparkling Bradford showcases the district’s broad offering, including our amazing countryside, parks, heritage and cultural destinations.”

Councillor Sarah Ferriby, Bradford Council’s Executive Member for Healthy People and Places, said: “The pandemic presented huge challenges for businesses across many sectors in the district so it's great to see the return of live entertainment and events. The Sparkling Bradford campaign aims to support businesses throughout the winter, as families and local communities enjoy the season."