It's a long way from Memphis, Tennessee, but the south Wales seaside town of Porthcawl is planting its blue suede shoes on the Elvis Presley map.
Back from the dead : a real Elvis fan shows allegiance
The normally sedate resort is preparing to host an Elvis festival, including a competition for tribute acts to the king of rock 'n' roll.
One local couple will also renew their wedding vows in a Chapel of Love à la Elvis.
It will be held at the town's Grand Pavilion from 1 - 3 October.
Other attractions will include a mass cruising convoy of classic American cars, each carrying an Elvis lookalike.
The Elvis tribute awards, known as the "Elvies", will be open to artists from the various eras of Presley's career.
These will include Young Elvis, GI Elvis, '68 Special Elvis, Vegas Elvis, and International Elvis.
One tribute act, Rockin' Dave Riley, said at the launch of the event on Monday: "It's the best thing that's happened to Porthcawl in years".
Tribute act Rockin' Dave Riley gets 'em jivin' outside the Grand Pavilion
Devotees of The King, who died aged 42 in 1977, will also be to test their knowledge of their hero in "the ultimate Elvis quiz".
Fans of his many movies will also be able to catch his celluloid adventures when the films shown throughout the weekend, and a scene from one, Blue Hawaii, will be recreated on the nearby Rest Bay beach.
It will also see the launch of a new book written by Sandi Pichon, an American author who grew up with Elvis.
Event spokesman Peter Phillips said: "Given the support we have received from the people of Porthcawl, the town council, Capital Regional Tourism and Bridgend County Borough Council, we are confident that this event will establish itself as the premier annual Elvis event in Europe."