Expect to hear more Birmingham accents in East Lindsey this summer.
The district council has spent £20,000 on promoting the district - both the coast and inland towns - in newspapers such as the Birmingham Post and Coventry Telegraph.
Not only that but the backs of buses in Walsall, West Bromwich and Wolverhampton will be adorned with posters promoting Skegness, Mablethorpe and the Lincolnshire Wolds.
ELDC has also allocated a smaller marketing budget to promotional activity in cities such as Derby, Leicester and Nottingham, but it feels there is more growth potential in the West Midlands.
According to the authority’s tourism supremo, Alison Macdonald, who has not looked back since moving to Manby from Bristol 14 years ago, there is ‘anecdotal evidence’ from accommodation providers of more inquiries from the Birmingham area.
She went on to highlight other initiatives including a social media drive to attract more people in the 18-30 age group to the district and a redesign for the VisitEastLincolnshire website in 2015.
Advertising has also been placed in national press - both tabloids and broadsheets.
“In a competitive industry, it is essential that we stand out from the crowd,”she insisted. “We need to be really savvy.”
According to Ms Macdonald there have been preliminary discussions with neighbouring councils, such as West Lindsey, Boston and North East Lincolnshire, about mutual promotion of tourism, but it is too early to say whether these will prove fruitful.
The plans were unveiled on Thursday at a media briefing hosted at Woodthopre Hall, near Alford, by East Lindsey District Council and Visit East Lincolnshire in relation to the work of both organisations to raise the profile of the visitor offer this year and into the future.