A NEW £50,000 marketing strategy for Southend has been revealed as council leaders try to rebrand the town.

The council, working with other groups has come up with a series of logos including Smiles-on-Sea, and Safety-on-Sea to try and publicise the town across the country.

Head of tourism, Anita Thornberry, said research had shown there was a negative perception of Southend being a typical British seaside resort without realising what else the town had to offer.

However, Paul Van Looy, who has owned a number of successful fish and chip restaurants in the town, said: “Why are they bothering? Why can’t Southend be what it really is – a typical resort town? Thousands of customers I meet enjoy just that.

“The £50,000 is a waste of money which should be spent on improving the things we’ve got, providing more parking, bins and toilets.

“We’ve been through this many times, but I still get customers from all over southern England, coming in saying they enjoy Southend because it is a typical seaside town.”

Council leader Nigel Holdcroft said it was important for Southend to let people know what was on offer when they came to visit.

He said: “We have the traditional Golden Mile and that remains important for tourism, but we also have so much more on offer as well.

“We are trying to get one message across for Southend from everyone involved in promoting the town whether it be for tourism, education, business or jobs.”

The cash has been spent by Southend Together, the partnership between public, business and voluntary groups in the town, including the council, primary care trust and police.

The council hopes the new slogans will be adopted by such diverse organisations as the University of Essex, Royals shopping centre and seafront traders.

Murray Foster, former council leader and chairman of the Southend Business Partner- ship, was chairman of the group which worked out the strategy.

He said: “I think the important thing is that everyone is singing from the same hymn sheet and trying to put across the same message.”

Philip Miller, boss of Adventure Island amusement park, said if the council and Southend Together was seeking to do something to further improve the town’s image, it could only be a good thing.

But he added: “As far as I am concerned, there is no recession in Southend, and business is booming.”