Seaside's campaign slogan clash

Council posters were displayed on the London underground

Eastbourne tourism bosses are considering changing its marketing campaign for the town after sunglasses giant Ray-Ban used the same slogan.

The council said it introduced its Change Your View concept last year and has since branded all it staff uniforms and signage in the resort.

Councillor David Elkin said the slogan clash could "take the edge off" the town's campaign.

The council has written to Ray-Ban to suggest filming an advert in the town.

Mr Elkin said they had wanted to attract more visitors in their 30s and publicise its "cosmopolitan-style" attractions and activities.

Ray-Ban's first Change Your View advert showed Buenos Aires

The authority's Change Your View concept had been used in Eastbourne to poke fun at the "Costa Geriatrica" image of the resort.

The tourism spokesman added: "We have written to Ray-Ban in the hope they might consider filming the next commercial in Eastbourne.

"I think we have strong similarities, as we also aim to attract those with a desire to explore and enjoy new and unique experiences.

"For years, we have been defined as a grand old English seaside resort, however we are breaking the confines of this by providing an experience that offers so much more, from extreme sports to continental style living."

Four million people visit Eastbourne each year.

The council said it has 'strong similarities' with Ray-Ban

Ray-Ban's Change Your View campaign was launched in April this year.

The first advert, filmed in Buenos Aires, shows a person climbing to the highest roof to enjoy a 360-degree panorama over the city.

The company's website said that 15 actors and more than 150 extras took it in turns to reinvent the city in line with the Ray-Ban philosophy.

A publicity statement said: "Change Your View is the philosophy that inspires the gestures and guides the actions of the film's young heroes.

"We see their growing desire to explore the world with new, penetrating eyes in a search for a new, personal point of view."