Enjoy a Day Out whilst supporting your local area and NHS Charities!

Press Release

Date: 23 July 2020




Newcastle under Lyme BIDis providing a family fun ‘Safari’, a story-trail, to help spread joy, support the NHS and give families a safe reason to return into NUL.


Launching on Saturday 8thAugust families and households in NULwill be invited to search the streets for 10 cute and colourful MonsterHeroes. Using only smartphones, the Safari allows you to learn each of the MonsterHero’s name, story, and superpowers. Once all 10 MonsterHeroes are found, a free e-book, that tells the story of their first team-up, will be unlocked.  The Safari works by utilising contactless NFC technology and QR codes, without the need for players to download or sign up to anything, they simply need to tap or scan to play. The Safari aims to bring some sort of normality back to high streets and demonstrates an effective opportunity to entertain and excite shoppers. A clever way to help increase Newcastle under Lyme centre footfall while ensuring the safety of the public.


Over 100 BIDs and councils across the UK are taking part in the MonsterHero Safari project, which has been sponsored by Wild in Art, with the aim of raising over £100k for NHS Charities Together. In times of great stress, this project aims to provide the local community with a memorable experience that will bring a smile to the community of Newcastle under Lyme.


NUL BID are delighted to be able to bring this fantastic event to the area – not only will it bring much needed footfall into the town but at the same time raising money for the NHS charities!

We would love as many people and families as possible to take part in this event over the summer holidays – the kids will love it, get some exercise and you will be supporting your local area!


Coordinating the national project is Martin Blackwell, former CEO of ATCM and the Charity Retail Association who said “When I heard about the concept it just resonated with me and I knew I had to support it. I loved the idea of heroes; the idea of a “safari on the high street”!  I just thought, if something fun like this can help make families feel good about going back out onto the high street and raise money for such a worthy cause then let’s go for it.”


To learn more about the story-trail please go to www.monsterherosafari.com




Note to Editors:

For further information, please contact Martin Blackwell, project coordinator on 07799 644556






Martin Blackwell:

Martin Blackwell is the former CEO of the Assoc. of Town Centre Management and the Charity Retail Assoc. Martin launched his own consultancy http://martinblackwell.co.uk/specialising in partnership building and strategy development.  He wrote the National Standards for Business Crime Reduction Partnerships for Secure by Design.


Wild In Art:

Since 2008 Wild in Arthas animated cities across the world including Manchester, Sydney, Melbourne, Cape Town and São Paulo, and created public art events for the London 2012 Olympics, the 2014 Commonwealth Games in Glasgow, Historic Royal Palaces and Penguin Random House.  Connecting businesses, artists and communities through the power of creativity, their events to date have enabled more than £15 million to be raised for charitable causes through auctions alone and helped millions of people of all ages to experience art in non-traditional settings.

Image pack available here:https://monsterherosafari.com/wp-content/uploads/2020/06/Social-Media-Pack.zip