Wrexham is breaking new ground as the first UK council to empower nearly 100 city centre businesses with dynamic digital advertising.
Through a partnership developed with the UK’s leading TownTech platform VZTA Smart Towns, businesses can now update content on the city’s digital screens in real-time—helping them fill empty salon appointments, sell perishable stock, and promote offers on demand.
This transformative approach levels the playing field, giving small businesses access to the kind of digital tools that major chains have long taken for granted.
Funded by the Welsh Government’s Transforming Towns programme, this project builds on the success of the VZTA Wrexham app, launched last year, and represents a major leap forward in Wrexham’s transformation into a Smart City.
The VZTA Digital Screens Software, developed by Wales-based company NearMeNow, seamlessly integrates digital advertising, wayfinding, and app-based promotions into a single, user-friendly platform. By harnessing this technology, their aim is to ensure no community is left behind in the transition to digital destinations.
Victoria Mann, CEO of NearMeNow, the company behind VZTA Smart Towns, said: “Wrexham truly embodies the VZTA ethos of ‘one city; one solution.’ Our digital screens and app combo represent a major step forward in the digital transformation of town and city centres — not just in terms of technology, but in how we empower small businesses.
“It’s incredibly rewarding to watch a business upload its first product photo and see it appear instantly on digital high street screens and in homes through the VZTA app. With real-time ad updates and no cost to the businesses, they can engage with customers on their own terms, not when social media algorithms decide.
“By working hand-in-hand with councils like Wrexham, we continue to evolve according to the needs of local businesses, co-creating a platform that keeps towns vibrant, competitive, and connected.”
Building a Smarter Wrexham
Wrexham’s commitment to innovation is clear—it was the first council in Wales to appoint a Smart Towns Development Manager, making it a leader in creating a connected, thriving city centre.
Under the leadership of David Evans, Smart Towns Manager, the council has worked tirelessly to ensure that small businesses have access to cutting-edge digital tools that help them thrive. The introduction of digital screens alongside the VZTA app gives businesses multiple ways to promote themselves and engage with their community.
David Evans, Smart Towns Manager, said: “When I first considered the possibility of integrating the app software with our digital screens, I knew it would require a close collaboration with experts. The VZTA team worked tirelessly to adapt their technology to meet our needs, and today we’re proud to offer city centre businesses access to this innovative digital solution for free.
“This project is not just about technology; it’s about creating opportunities for businesses and fostering a vibrant, connected community.
“The VZTA team has shown their commitment to regeneration, helping local economies thrive and ensuring that our town centres remain competitive and resilient.”
Councillor Nigel Williams, Lead Member for Economy, Business, and Tourism, added: “In today’s challenging times for businesses on our high streets, I am proud to say that Wrexham Council is the first to offer free advertising via our newly installed digital boards.
“This initiative will provide our city centre businesses with a platform to advertise offers, promotions, and raise their profiles. I encourage businesses who have not yet registered with our Wrexham VZTA app to contact us and take full advantage of this opportunity.
“I would also like to thank our officers and the team from VZTA for their hard work in developing this technology and helping us lead the way in becoming a truly ‘smart city.’ Finally, my thanks go to the Welsh Government’s Transforming Towns grant funding for their continued support.”
A vision for the future
The introduction of digital screens is a key milestone in Wrexham’s 2029 Vision to become a cultural and economic hub. From hosting Wales’ first Smart Towns Conference to implementing long-term regeneration strategies, Wrexham is setting the standard for smart cities across the UK.
By combining data-driven decision-making with forward-thinking solutions, Wrexham is proving that smart technology can be a game-changer for local economies.
As the council continues to embrace innovation, other towns and cities are looking to Wrexham as a model for building more connected, sustainable, and future-ready communities.
