WHEN Pembroke Town Council asked residents to send in their favourite photos of Pembroke for a “very special promotion”, they received over 100 entries.

The appeal on June 15 was for “some gorgeous photos of Pembroke to help create a vibrant ‘postcard‑style’ promo. Think Main Street in the sunshine, the Castle looking iconic, the Mill Pond glowing at golden hour — anything that really shows off how stunning our town is.”

The picture they chose was a stunning image of the castle in the sunshine, submitted by Helen Thompson.

At the time, the council didn’t say too much about why they were looking for “a favourite snap that captures Pembroke at its best,” but they have since revealed that it was a part of the town’s bid to be the UK’s First Town Of Culture!

Each town bidding was invited to submit a postcard to champion their bid.

Alongside all the other submissions from across the UK, the Pembroke postcard will be accessioned into the National Museums Liverpool's collection in recognition of the importance this competition has as the first of its kind in the UK.

The final postcard is shown above. On the reverse, it reads: “This town has a way of winning you over from the moment you arrive.

“Pembroke Castle stands proudly at its heart, its ancient walls mirrored in the calm mill ponds below.

“The main street is a delight - full of independent shops, friendly chatter, and the gentle rhythm of everyday life.

“And the walks around the castle and ponds are simply beautiful, offering quiet corners, wildlife, and views that stay with you long after you leave.

“There’s a quiet, unmistakable pride here, with history stitched into every street.

Other local bidding towns are Narberth and Cardigan, the latter being described as “where history, creativity, and community come together.

“Wander through its medieval streets, Cardigan Castle, or enjoy local galleries, music, and theatre that celebrate Welsh heritage and art,” continues the postcard.

“Cardigan is alive with festivals, bilingual traditions, and a thriving creative spirit. From artisan markets and shops to riverside walks and award-winning food, plenty to discover.”

Meanwhile, Narberth has recently featured in the Daily Mail’s list of the Top 10 most beautiful high streets in Britain.

The recognition reflects what residents, businesses, community groups and visitors already know – that Narberth is a vibrant market town with a distinctive independent high street, beautiful historic buildings and a strong community spirit.

The Department for Culture, Media and Sport (DCMS) has revealed it has received 398 bids for its Town of Culture competition, representing more than 400 towns hoping to achieve the inaugural title in 2028.

An interactive map, accessible via a link on Pembroke Town Council’s July 2 Facebook post, showcases all of the beautiful submissions from across the country.

Shortlisted towns will receive development grants of £60,000 to work up their full bids.

The winning town will receive £3 million, while the two finalists will be given £250,000 each, to deliver a cultural programme in 2028.