Eastbourne Tourism has chosen images of a prestigious marina development, a landmark entertainment venue and the famous white cliffs to front a campaign which aims to challenge people’s perceptions of the town.
The ‘Change Your View ‘ advertising campaign carries the tag lines of ‘Rest Home’, ‘Meals on Wheel’s and ‘Heating Allowance’ – usually associated with the ‘retirement resort’ stereotype of Eastbourne – to accompany brand new, contemporary and attractive images showing the complete opposite.
A poster campaign will run on high profile London Underground stations with major railway links, including Victoria, Euston, Waterloo and Paddington for two weeks, managed by CBS Outdoor.
The campaign uses the same Eastbourne font to inject continuity and create a brand across all resort marketing materials including the recently launched 2008 Holiday Guide and Eastbourne Mini-Guide.
Eastbourne Borough Council Spokesperson for Tourism, Cllr Steve Wallis said “After the runaway success of the first Change Your View campaign, there are still so many iconic images and captions that we can have fun with to make people look twice at Eastbourne.
“The images this year are fresh and dynamic and I think it’s our boldest campaign yet. It is fantastic that Eastbourne’s unique selling points are being used to create a really funky campaign to show Eastbourne as the contemporary, stunning, vibrant seaside resort that it is today.”