Iconic Eastbourne Set to Change Your View
21 May 2008
A prestigious marina development, a landmark entertainment venue and the most famous white cliffs in the world are all iconic Eastbourne images ready to challenge people's perceptions, as the town unveils its latest Change Your View campaign.
This time, ‘Rest Home', ‘Meals on Wheel's and ‘Heating Allowance' are the tag lines adorning poster sites throughout the London Underground as the 2008 awareness campaign is launched. Using words associated the ‘retirement resort' stereotype of Eastbourne to anchor a brand new, contemporary and attractive images showing the complete opposite; marketing bosses are keen to invigorate new life into the Change Your View campaign that first started people talking four years ago.
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."
This year's campaign focuses on Eastbourne's top three icons.
The town's impressive Sovereign Harbour Marina is featured for the first time and nods towards the variety of accommodation available in Eastbourne; from 5-star family run Guest Houses to modern penthouse apartments.
Eastbourne Bandstand, a landmark entertainment venue on the south coast boasting a 21-week concert season for 2008 and with history steeping back to the 1890's, is used as a backdrop to present the town's stunning promenade with a family rollerblading and enjoying an ice cream.
And the famous white chalk cliffs of Beachy Head and Eastbourne lighthouse with clear blue skies, present a glamorous picture of Eastbourne's status as the sunniest place in the UK as a visitor basks in the sun on a yacht trip organised by Morgan Sailing based at the harbour.
The poster campaign will run on high profile London Underground stations with major railway links, including Victoria, Euston, Waterloo and Paddington for two weeks.
Following on from the recent launch of the 2008 Holiday Guide and Eastbourne Mini Guide, the campaign uses the same Eastbourne font to inject continuity and create a brand across all resort marketing materials.
With over 4 million visitors coming to Eastbourne every year, more than half have never been before. Feedback reveals that first time visitors are genuinely surprised at the town's cosmopolitan atmosphere and many come to visit the thirty different events held during the year.
The 2008 campaign comes at a time when Eastbourne is looking forward to the International Women's Open tennis championships returning from 14-21 June, renowned as one of the world's most high calibre international grass court events. With last month's news that Eastbourne will also stage the men's tournament from next June, interest in the town and its future is great.
For more information on Eastbourne telephone 0871 663 0031 or visit www.visiteastbourne.com .