Adverts try to dispel the myth that Eastbourne is a town for old people

The borough council wants to attract younger people to the town.

The council will be endorsing sports such as windsurfing and skating and promoting cosmopolitan restaurants and bars.

The campaign will also include posters being displayed on the London Underground to encourage visitors.

Eastbourne has long been unfairly associated with the label of a retirement home resort Norman Kinnish, Eastbourne Borough Council

The marketing strategy is designed to challenge the idea that only older people can find enjoyment in Eastbourne.

Norman Kinnish, council director of economy, tourism and environment, said: "Eastbourne has long been unfairly associated with the label of a retirement-home resort.

"Although a firm favourite with the older generation, thanks to our clean, safe and beautiful surroundings, the town has also been steadily growing in its popularity with a more diverse range of visitors.

"As a resort which hosts the largest inline skating festival in England and the biggest free air show on the south coast, it is now time for us to challenge this antiquated stereotypical view of Eastbourne and tell it how it really is."

The council wants to promote the skating and air events and also plans to cut back on traditional bandstand performances to make way for a wider variety of music.