HEREFORDSHIRE Tourism unveiled a brand-new image for the county on Tuesday, with a new logo and strapline designed to attract visitors to its unique attractions.

Research carried out by Advantage West Midlands revealed the name of the county alone did not convey the true atmosphere of Herefordshire.

Specialist destination marketing company, Choir, has created a distinctive image for the county.

"Adding Wye Valley to the name," said Paul Drakes of Choir, "creates an immediately positive perception, describing the county, not simply naming it."

Diversity

The new logo incorporates immediately recognisable elements of the county, from the well-known, but updated, apple, through the River Wye, Golden Valley, and the characteristic 'black-and-white' buildings.

"The purpose of the logo," said Choir's creative director, Mike Conwill, "is to make people think about what Herefordshire is about, to convey the diversity of the county."

Now designated 'a different time and place', Herefordshire is poised to welcome many visitors in search of the chill-out factor in their short breaks.

"The country break," said Paul Drakes, "has definitely replaced the city break as a weekend destination."

Kate Tudge, of Herefordshire Tourism, said: "It will take from three to five years for the re-branding to be fully implemented, but it will be very much in evidence in time for 2004's tourist season."

Re-branding can sometimes be viewed as an expensive exercise - but Herefordshire's brand new image has been brought in at a cost of less than £50,000.