UK seaside destination, Southend-on-Sea, has launched a new tourism campaign to attract both repeat and new visitors. The ‘On Sea’ campaign, which is backed by Southend-on-Sea Borough Council includes both advertising and marketing material titled ‘Dine On Sea’, ‘Smiles On Sea’ and ‘Events On Sea’. The first phase of publicity material using this new branding is being distributed to rail stations, through local accommodation providers and information points, as well as being available to view on www.visitsouthend.co.uk. The campaign idea comes as a result of a joint project by Southend Together; the local strategic partnership which has developed a series of concepts based on Southend’s core values and was supported across the borough by businesses, the town’s university and college, Essex Police and the Council. During the course of 2010 some major infrastructure changes are taking place to enhance the tourism offer, including a new state of the art seafront lighting scheme, an improved beachfront pedestrian area, new hotels and ease of access improvements by both road and rail.