Plans to put Blackpool on the map as Europe’s number one seaside resort have been revealed.
Blackpool Council has set up a new marketing company, Marketing Blackpool, with a board of directors from the private sector, including Merlin Entertainments and Pleasure Beach resort, to enable more funding.
The priority of the company will be promoting the town and events, providing a visitor information service and promoting Blackpool for business tourism.
Natalie Wyatt, of Marketing Blackpool, said: “By maximising the involvement of the private sector we can work in a more commercial way and deliver more for Blackpool.
“As a public sector body, which we were under the previous guise visitBlackpool, it is very difficult to leverage funding.”
Alan Cavill, Blackpool Council’s assistant chief executive for regeneration, tourism and culture, said: “The establishment of Marketing Blackpool will mean that it is able to work more closely with the private sector in order to promote the resort.
“By working with external companies, Marketing Blackpool will be able to market the resort much more effectively and work to develop a much stronger brand, developing the product which Blackpool has to offer.
“The aim is to establish Blackpool as Europe’s premier seaside resort by building on the fantastic work which visitBlackpool has done.
Marketing Blackpool plans to work with Visit England in its £3m campaign to extend the legacy of the Olympics after 2012.
And will launch a TV campaign featuring the town in the New Year.
Coun Simon Blackburn, Leader of Blackpool Council, added: “I firmly believe that companies such as Merlin and the Pleasure Beach are experts in marketing and we should be using this expertise.”