County tries to dump 'Wag' image
Business leaders in Cheshire are attempting to dump the county's "Wag tag" in a new bid to promote the area as a place to work and live.
The county's business and civic leaders have come together in a major campaign to shake off the image of Cheshire being a hotspot for wealthy footballers' wives, trendy restaurants and designer boutiques.
Instead, the campaign focuses on the area's "world-class business credentials".
Chris Brown, chief executive of Marketing Cheshire, said: "This new and exciting campaign has come about because we don't believe we shout about our assets enough. If we are going to prosper in a tight fiscal environment, we've got to shout loud about our successes.
"It's about achieving recognition that we are about more than just footballers' wives and that we have some really great, hard-nosed businesses here."
Neville Chamberlain, chairman of Cheshire Business Leaders and a former chief executive of BNFL, said: "We believe there is currently a lack of awareness about the type of high-tech companies operating in Cheshire today and the scale and quality that exists in sectors, such as manufacturing, logistics, innovation and science."
A new website - celebratecheshire.co.uk - has been launched as part of the campaign, along with a short video showcasing the area.
Celebrate Cheshire - a two-day 'expo' at Chester's historic Racecourse - will take place on September 16 and September 17.