Vote for Norwich – that was the message to shoppers today after part of the historic city centre was named as a finalist in the battle to be crowned as Britain's best high street.
The area around Norwich Castle and the Royal Arcade has been short-listed in the city category of the annual Great British High Street competition.
And traders and business leaders have urged people in Norwich to show their support and to vote for the Castle/Arcade District to scoop the top prize – beating Derby and Bristol to the accolade.
If Norwich wins, it means the area will get a share of a prize pot worth £100,000 and expert training from experts at Google and Twitter in promoting shops, bars and restaurants.
It would see it follow in the footsteps of the Norwich Lanes, which triumphed in the same category in the 2014 competition and which traders said brought more people to the city.
Stefan Gurney, executive director of Norwich Business Improvement District, which nominated the area for the contest, said: 'This is fantastic news for the city. It's important that we continue to celebrate Norwich's thriving high street.
'We hope the public will cast their vote and help win GB High Street of the year.
'We hope the Castle/Arcade district will be recognised for its uniqueness; including the innovative events, marketing campaigns and technology used to make a positive impact to the area.
'Following the success of The Lanes' application in 2014, we're proud of the Castle/Arcade district also being recognised as one of Britain's best high streets and hope this will be a real boost for the city.
'We're going to be pulling out all the stops to make sure local people know about the Castle/Arcade districts shortlisting.
'Let's win the Great British High Street again for Norwich. Join in and show your support for the campaign through social media using #GBHighSt.'
Alongside the public votes, the shortlisted cities and towns will also be inspected by the judging panel – made up of industry leaders from across retail, property and business – including British Land, the Post Office and Holland and Barratt.
This year's competition saw a record 900 entries across 14 different categories.
The competition is run by the Department for Communities and Local Government and High Streets minister Andrew Percy said: 'Our high streets are the life and soul of towns, villages and cities across the country and the record number of competition entries, this year is proof of their continued importance to local life'.
To cast your vote for Norwich, visit the Great British High Street website and follow @TheGBHighSt on Twitter. Voting closes on November 18. People will be able to vote once a day for one finalist in each category.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here