Fury has erupted over plans by Essex tourism chiefs to try and ditch the county’s Towie reputation after the council approved a £300,000 advert campaign to rebrand its image.
Essex County Council may have funded the taxpayer-funded effort featuring chefs and scientists to break off their links to the reality series.
The adverts, set to be aired on Sky this year, will focus on the county’s history and culture rather than its impact on modern culture with ITV2’s The Only Way Is Essex.
Campaign will feature the county’s top culture spots, such as Manningtree (which is the self-proclaimed smallest municipality in England), Tiptree (which is home to the world-famous jam) and Audley End House, one the most beautiful Jacobean properties in the UK.
But some locals have reacted to the campaign with fury, attacking tourism bosses who seem embarrassed by its reputation, with TOWIE’s Amy Childs slamming it as a ‘waste of money’.
According to The Sun, she said: “As a country, we are known for being kind and caring.”
A £300,000 taxpayer-funded ad campaign launched by Essex County Council to shake-off its links to reality TV has been slammed by TOWIE’s Amy Childs (pictured) as a waste of money
Essex is well-known for its reality television show The Only Way Is Essex. Pictured: TOWIE stars Candy Jacobs, Jessica Wright, Sam Faiers, Amy Childs and Lauren Goodger in 2010
“We are not an airhead community, but decent and hardworking individuals.
Speaking about the vajazzle, a trend she helped to popularise on TOWIE, she insisted she has only had people ‘thanking’ her for bringing the ‘hidden beauty secret to the masses’.
The TV personality, 31, urged the council to spend £300,000 on ‘something that really matters’ rather than the ad campaign, which will focus on the historic area of Brentwood, Jacobean house Audley End House and other culture hotspots.
Meanwhile, S Club 7 singer, and Essex native, Jo O’Meara, 42, said she was ‘very proud’ to be from the county in southeast England.
Elle added that “There was always a stigma attached it.” [Essex]However, if you visit Essex, then people will see how beautiful and green it is.
Speaking about the promotional adverts, council tourism boss Lisa Bone said the new campaign will ‘challenge people’s preconceived views of how they see Essex on TV’.
Jo O’Meara, 42-year-old Essex native and S Club 7 performer, stated that she is’very proud’ of being from Essex.
Advertising campaign for Essex will highlight Essex’s culture hotspots. These include Brentwood (pictured), and Audley End House, a 17-century Jacobean home.
She stated that while there is much talk about Essex, people will only get one view of it if we don’t tell them.
According to reports, the campaign will highlight 350 miles of the county’s coastline, as well its historical sites, such as the Audley end House in 17th-century Jacobean, haunted Borley Rectory, Brentwood and the site where 1381 peasants rebelled.
Echo News reported that one of the promotional films will be starring Michelin-starred chefs, and an expert to help promote the county.
The rumour is that Essex’s council leaders will highlight Essex’s most famous spots in ads. This includes Manningtree (the self-described smallest town) Tiptree, home to the famed jam and Colchester which claims to have the oldest documented town in England.
On January 10, Ms Bone addressed the Economic Growth Policy and Scrutiny Committee of Place Services and Economic Growth Policy members that stereotypes must be challenged by effective marketing.
She said: ‘It’s very much about trying to challenge the stereotypes to get people to think about Essex in a slightly different way and much more than in the context of just visiting, but about positioning Essex because it’s a great place, not just to visit but also to live work and invest.’
Other strategies that have been launched to promote Essex include Gourmet Garden Trails, Make Memories Close to Home and hosting another Essex Big Weekend.
MailOnline reached out to Essex County Council to get more information.