CHESHIRE has a new 'brand' to help boost tourism following a 12-month search by the Cheshire and Warrington Tourism Board.
The brand, which will represent the face of Chester and Cheshire in the national and international tourist market, aims to increase the value of the tourism business to £1.5 billion and create thousands of jobs.
Barrie Kelly, director of the board, said: "It is critical that we project an appealing and effective brand image to tourists before they get here and when they arrive.
"The brand we have created presents and effective balance between recognising Chester's unique offering and Cheshire's great lifestyle image - a perfect blend of old and new. The new visual face of Chester and Cheshire will provide a unifying banner for all tourism businesses to rally behind and will give our promotion efforts a much greater impact in the market place. It will also reduce duplication and present a more consistent and coherent message to tourists."
Chris Brown, chief executive of the board, said: "Cheshire needs a profile boost - riding off the back of the more powerful Chester brand should go some way to achieving this."
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