THE ESSEX shoreline has been branded the Discovery Coast in a bid to inspire more visitors.
Visit Essex, the official tourism organisation for the county, hopes the title will give the area a strong identity to help boost the number of visitors.
Elli Constantatou, tourism marketing and PR manager said the name captures the diversity of attractions available to sight seers and day trippers.
“Various destinations have different character,” she said.
"When you think of Essex, not many people think of the coast and that is something we want to change."
A specially designed logo featuring the Discovery Coast insignia will be added to news letters and publications.
Banners have been made up for forthcoming events.
Visit Essex are also applying for funding to help give the brand a boost.
The 350-mile coastline is the longest of any county in England.
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