THREE of the area's leading tourist attractions have joined forces in a £78,000 campaign to attract more Brummies.

The Blue Planet Aquarium, the McArthur Glen Designer Outlet at Cheshire Oaks and Chester Zoo have teamed up to encourage more families from Birmingham to visit the area.

The initiative is backed by Cheshire and Warrington Tourism Board (CWTB) which has provided £65,000 worth of funding for the venture.

Leaflets promoting the World of Wonder-themed campaign will be posted out to more than 500,000 Birmingham homes, backed by radio and newspaper promotions, and a dedicated website:

An additional 100,000 leaflets will be used to respond to telephone enquiries to a dedicated information line.

Incentives have been offered to visitors to stay in the region and encourage them to visit all three north west attractions.

Chester Zoo's head of marketing and development Amanda Lumley has helped co-ordinate the campaign alongside colleagues Laura Brown from Blue Planet and Donna Howitt from Cheshire Oaks.

CWTB chairman Mike Cooksley said: 'This innovative campaign is a superb example of how we can work together to realise the enormous untapped potential that exists within the area to boost tourism income.'