Cheshire and Warrington Tourism Board (CWTB) has unveiled its purpose designed typography featuring a range of colours and images following 12 months of research.

The new look will underpin a 10-year drive launched last year by the board and its partners to increase tourism business to £1.5billion and create thousands of jobs.

The development of the 'brand' involved extensive research and consultation.

Barrie Kelly, CWTB marketing and communications director, said: "It is critical that we project an appealing and effective brand image to tourists before they get here and when they arrive

"There's fierce competition everywhere for the visitor and it is no coincidence that successful, dynamic destinations such as Wales and The Lakes already have in place a coherent, well established and recognisable brand strategy.

"We need to catch up quickly."

CWTB has created a brand toolkit that allows stakeholders to adopt the new branding at different levels within their marketing system.

The toolkit includes the typeface, colour palette, graphics and supporting information.

Chris Brown, CWTB chief executive, said: "It's quite clear from this vital research that Cheshire as a visitor destination doesn't have the national profile it needs to achieve our targets.

"That should be a concern to any business or individual who depends on visitors for their living."

Strategy is bid to pull in crowds to Cheshire