A campaign aimed at encouraging people to brace the cold winter weather and head into the city to attend events has been labelled a success.
This year Winterlicious hosted a record-breaking 67 events with 81 of Cityprom's member businesses taking part.
The campaign launched with a celebration of winter solstice in June. More than 1000 people attended a latern walk in St John Street, with fire twirlers and drummers heating up the night.
Cityprom chief executive Steve Henty said the Winterlicious campaign, now in its fourth year, was a key strategy in encouraging people to continue visiting central Launceston during winter.
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Customers were lured to the city with 46 promotions across the campaign, which included a competition where 13 eateries put a soup special on menus and diners were asked to vote for their favourite.
About 500 votes were cast, with Saigon Kitchen taking out the top prize for their traditional Vietnamese pho soup with scotch fillet beef.
The campaign ended with the inaugural Beats, Brews & BBQs event, which featured local cuisine cooked over fire and barbecues, mulled cider, craft beers and gins.
Five businesses worked together to host more than 2000 people in Smiths Lane for the event.
Mr Henty said feedback for the event was overwhelmingly positive.
Cityprom marketing manager Larissa Murray said the Winterlicious website and social media accounts saw an increase in traffic as advertising appeared, with the website clocking nearly 8000 visits and 34,000 pageviews.