Brighton Council said Skegness advertising campaign is ‘muddled’ after pictures of Brighton beach were discovered in promotional SO Festival brochure

Organisers of the SO Festival chose this unflattering picture of Brighton to advertise the event, despite using more attractive pictures of the resort in a brochure promoting the same event.
Organisers of the SO Festival chose this unflattering picture of Brighton to advertise the event, despite using more attractive pictures of the resort in a brochure promoting the same event.
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TOURISM authorities in a seaside resort which was portrayed unfavourably in a provocative advert promoting Skegness, have accused its creators of being ‘muddled’.

Brighton Council was perplexed to see photographs of their resort covered in graffiti, used to advertise the SO Festival, considering those behind the campaign had also used an attractive picture of Brighton Beach in brochures promoting the same event.

A photograph portraying the Skegness Footvolley Championship on Saturday and Sunday August 4 and 5, of the SO Festival, was actually taken during an event held at Brighton Beach, the council claims.

A spokesperson for the council said: “While they’ve deliberately selected an unflattering view of Brighton, we’re guessing they’ve accidentally used the glamorous and attractive shot of beach volleyball in Brighton, which they’re passing off as Skegness.

“The campaign seems to be rather a muddle - it’s probably the sort of practice that could get them into trouble with advertising standards watchdogs if anyone was minded to complain, which we’re not.”

Brighton resident John Carmichael also noticed the embarrassing error and posted the following on the Standard’s facebook page: “I don’t think you should be concerned about the ads in the paper, you should be more outraged by the fact that the SO Festival organisers have actually used an image of Brighton on the home page of their website potentially ‘passing it off’ as Skegness.

“Sadly, I think the festival organisers have got it all SO wrong”

East Lindsey District Council, which devised the campaign, said it was not aware of the picture’s origins and would look into it.

Communications team leader James Gilbert said: “We’re certainly not passing it off as Skegness, simply illustrating the Volleyball England Beach Tour and we need to see who provided us with the image.”

Aside from the ‘muddled’ messages included in the campaign, Brighton Council said it was not offended by the campaign, which it believes would not have targeted Brighton if it were not for the resort’s own success.

The spokesperson continued: “We’re relaxed about it - if we weren’t one of the country’s most successful destinations, attracting eight million visitors annually, they wouldn’t have picked on us.”