Sandy shore replaces pebbles on the beach

Eastbourne's pebbly beach
Eastbourne's pebbly beach

EASTBOURNE’S pebble beach is not good enough for tennis tournament organisers who have replaced the stones with golden sands in an advertising campaign launched this week.

The annual week-long AEGON international tennis tournament starts on June 11 at Eastbourne’s Devonshire Park and is organised by the Lawn Tennis Association (LTA).

The Aegon advert with sandy beach

The Aegon advert with sandy beach

As the town gears up for tennis week, the LTA has launched an advertising campaign which features tennis players Ana Ivanovic, former British number one Greg Rusedski and Jo-Wilfried Tsonga on Eastbourne beach. The image has the town’s iconic pier in the background but has been doctored to include golden sands instead of Eastbourne’s famous pebbles.

The advert, with the catchline ‘world class tennis delivered to your door’, appeared in Wednesday’s Gazette, the Herald’s sister paper, on page five.

Flyers of the image were being handed out in Tesco on Wednesday (June 2) and it can also be spotted on billboards around the town.

The annual tennis tournament is a highlight in Eastbourne’s event calendar and attracts thousands of visitors each year, giving the town’s economy a welcome boost.

Cllr Neil Stanley, the borough council’s cabinet member for tourism, said, “In its quest to make this year’s tennis championship the best ever, the LTA has clearly left no stone unturned. But, they have promised to return all the pebbles once the tournament is over.”

A spokesperson from the LTA said, “The imagery used in this marketing campaign is intended to be fun, and not an exact representation of the beach at Eastbourne.

“We used the iconic imagery of Eastbourne pier to attract a wider audience to the AEGON International. We wanted to create a buzz around the event and it would appear we have done so!”