TRADERS in a market town which saw business drop by up to 50 per cent during a battle over road signs have launched an initiative to help the local economy recover.

Businesses in Masham have united to introduce the Make the Most of Masham reward scheme from Saturday (April 30), to coincide with the three-day Masham Market Spring Festival.

The scheme will include exclusive offers and deals in the town's shops, pubs, restaurants and attractions, including Black Sheep and Theakstons breweries and Swinton Park Hotel.

Traders said the scheme aimed to build on the boost the town received with a new tourist sign being placed on the A1(M), after an 11-year struggle with the Department for Transport and the Highways Agency.

The scheme, to run for 12 months, is part of a wider regeneration campaign aimed at attracting new visitors to the town, as well as to reward regular visitors and residents for their support during the battle.

To participate in the scheme, visitors must buy a cotton Masham Shopping Bag from the Community Office or a shop, and a membership card will be issued.

Tessa Klemz, manager of Mashamshire Community Office, said: "We hope it will encourage people into shops and businesses and provide a vital shot in the arm for Masham after several years of reduced visitors due to the lack of signage.”