A TOWN with a history dating back 4,000 years has been named among the best high streets in the country after using 21st Century methods to promote it.

Helmsley, the only market town located within the boundary of the North York Moors National Park, is set to challenge for the Britain's Best Market Town title in the Great British High Street competition, which saw a record 230 applicants.

The town impressed judges with a range of initiatives, such as producing a promotional video and social media campaigns, to boost the town centre, as well as having a number of award-winning businesses, including delicatessen Hunters of Helmsley and the Black Swan Hotel.

It will go head-to-head with Chipping Norton, in the Cotswolds and Colne, in Lancashire for the £80,000 prize and expert training and bespoke tips from Google’s training taskforce for 100 of the town's shops, bars and restaurants.

Before one of the nominees is crowned, there will be a public vote and inspection by a judging panel made up of industry leaders.

Jewellery retailer Carolyn Frank, who led the contest entry by traders' group Helmsley in Business (HIB), said the town was abuzz over the national recognition.

She said its recent social media campaign, featuring scores of photos of traders and customers with a blackboard, and events such as last weekend's Little Fest, which saw 56 performances in numerous locations around the town, had captured people's imagination.

The town's celebration earlier this year of the Baron of Helmsley signing the Magna Carta saw businesses play a prominent role, with themed decorations, floral arrangements and window displays, shopkeepers in medieval costumes and a Shield Trail treasure hunt for families.

Mrs Frank said: "We believe in working together and the fact the we had so much fun doing it really came across - we don't take ourselves too seriously in Helmsley.

“Obviously we’d be delighted to win, and with the prizes including advice for 100 businesses, we’d even be able to work with other towns and villages in the area, which would be great."

Helmsley Town Council chairman Jake Duncombe, who runs the nearby Duncombe Park estate and its landmark mansion, said he was thrilled traders efforts to make the most of a beautiful setting had been recognised.

He said: "Helmsley has been very fortunate to become a gateway to the North York Moors and Helmsley in Business has done a tremendous job pushing what the town has to offer."

For details about voting, visit thegreatbritishhighstreet.co.uk