Chester to highlight 'pampering' image

Visit Chester & Cheshire is to roll out an integrated PR and advertising campaign this month, encouraging affluent women aged over 35 to visit the region for a spot of indulgence.

Retained national agency Weber Shandwick is targeting glossy titles such as OK! and Marie Claire. It will highlight the area's spas, shops and cuisine. Local agency de Winter is managing regional PR. Its brief is to engage stakeholders such as B&B and hotel owners, and to broaden the body's membership with a pack tailored to retail outlets.

Visit Chester & Cheshire adopted its new name at the end of 2005 to demonstrate its function was broader than tourism, encompassing retail and the economy. It was previously known as the Cheshire and Warrington Tourism Board.

De Winter runs the Visit Chester & Cheshire Awards, which aim to promote quality and excellence. The second of these annual events, in June, will include a new category for retailers.

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