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Essex is an space of a wealthy and various historical past. It’s the place the place Queen Boudica of the Iceni led the resistance in opposition to the Romans and the place Clement Attlee determined to rebuild Britain after the Second World Battle.
However over latest years it has maybe change into extra synonymous with actuality present The Solely Approach Is Essex, and references to an “Essex woman” are seemingly not meant as a praise. The county might call to mind the present’s solid of porn star martini-swilling perma-tanned actuality stars, reasonably than Celtic heroines or sandy seashores.
Essex county council, nonetheless, is aiming to deal with this stigma and is investing greater than £300,000 for a vacationer marketing campaign to showcase the county’s extra intellectual tradition.
New adverts, that includes Essex scientists and Michelin-star cooks, will exit this spring, with the council boss hoping they “problem individuals’s preconceived views of how they see Essex on TV”.
The Galvin Brothers, who personal 5 main eating places in London, had been born within the county, as was Sir Roger Penrose, the eminent mathematical physicist, who received a Nobel prize in physics in 2020 for his work on black holes.
Council bosses wish to deal with the stereotype that surrounds the county, due to TV programmes like The Solely Approach is Essex (also known as Towie) – which options locals with pearly white enamel, artificially bronzed pores and skin and made the Sugar Hut nightclub in Brentwood one among Britain’s high vacationer sights – which is assumed to have contributed to how individuals understand the place.
Tourism boss Lisa Bone stated: “There’s numerous speak about the best way Essex is depicted however except we inform individuals what it’s actually like, they’ll solely have one impression.”
The challenge will even characteristic footage of the 350-mile lengthy shoreline and spotlight one of the best produce to come back out of Essex, together with its wine — with Dedham Vale winery in Colchester identified for its high-end glowing vary.
Additionally it is anticipated to deal with the opposite vacationer sights within the county, such because the small city of Thaxted — as soon as dwelling to the composer Gustav Holst — and the Nice British export of Tiptree jam, which has been made in Essex since 1757.
Sir Bob Russell, the previous MP for Colchester, welcomed the marketing campaign: “It’s for discerning guests, not the kiss-me-quick, candyfloss daytrippers, or those that wrongly suppose the entire of Essex is just like the fictional portrayal in that terrible TV sequence.”
However, for the place that popularised the phrase “no carbs earlier than Marbs”— a reference to Marbella, the southern Spain vacation vacation spot — there may be additionally concern city bosses are being snobbish in the direction of a big aspect of contemporary Essex.
Gemma Collins, as soon as a star of The Solely Approach Is Essex from Romford who’s affectionately nicknamed “The GC” and the present’s followers, stated the cash could possibly be higher spent.
“The one rebrand our nice county wants is one to shake up that stuffy lot. To say we have to change our ‘status’ is an affront to each hard-working individual from Essex who has grafted to make one thing of themselves,” she informed The Solar.
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