Eastbourne goes groovy

Susannah samples Eastbourne's cafe society

With pebbly beaches and unpredictable weather, many of the seaside resorts on Britain's South coast have suffered from an image problem for the past few years.

But now one town is attempting to shed its image of blue rinses and white cardies.

Eastbourne is re-modelling itself as a hip and happening place, to attract a younger crowd with money to burn.

But can a change of image really work for Eastbourne?

Breakfast's Susannah Streeter went there this morning to find out more.

Eastbourne attracts four million visitors a year, but the seaside resort has always been associated with quiet retiring types.

Unlike coastal neighbour Brighton, the town doesn't want to turn into the next stag and hen venue, so its new marketing campaign is aimed firmly at the 35 plus age group.

The town's councillors say Eastbourne has a lot to offer: beautiful scenery, a clean beach and a growing number of trendy bars and restaurants along with its elegant Victorian High street.

Eastbourne marketing advertisement

To help its renaissance, Eastbourne is now being marketed in a poster campaign in London.

The ads combine images that you might associate with the older generation: the words 'rollers', and 'bedtime drinks' superimposed over pictures of in-line skaters and a couple sitting in a trendy bar.

Eastbourne is known for the beauty spot Beachy Head, and five miles of beaches.

But the area will need more live music, according to one local journalist to help draw in the younger crowd.

The council has developed a promenade for cycling and skating, and also offers windsurfing

Eastbourne is hosting its annual air show this weekend: 'Airbourne', and you can get further details from the links to the right of this page

Should towns like Eastbourne try to attract a younger market You can use this e-mail form to send your thoughts straight to the Breakfast team: