Essex erupts in fury as snobbish tourism chiefs plan to ditch Towie image
ESSEX erupted in uproar last night over secret plans to ditch its Towie image — with highbrow ads showcasing local boffins.
Proud natives laid into snobbish tourism chiefs who appear embarrassed by the reputation of the county — home to Towie’s Amy Childs and warrior queen Boudicca.
The backlash comes after Essex County Council approved a £300,000 taxpayer-funded campaign featuring scientists and chefs.
The area’s enormous impact on modern culture, including ITV2 show Towie and its reality stars, fake tans and vajazzles, will be airbrushed out.
Amy, 31 — part of the reality show’s original line-up in 2010 — called the campaign a waste of money.
She said: “As a county we have a reputation for looking good and looking after each other.
“We’re not a community of vacuous airheads. We’re decent, hard-working people.
“How dare anyone take aim at the vajazzle? It’s fun, fancy and it helps make women — and men — feel sexy.
"I helped bring that hidden beauty secret to the masses a decade ago on Towie and, trust me, I’ve only had people thanking me for it.
“How about the council spend £300,000 on something that really matters?”
She was backed by former S Club 7 singer Jo O’Meara, 42, who said: “I’ve lived in Essex my whole life and I love it.
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"There has always been a stigma attached to it, but if people visit Essex they would see just how green and beautiful it really is. I’m very proud to be an Essex girl.”
Council tourism boss Lisa Bone claimed the new campaign sets out to “challenge people’s preconceived views of how they see Essex on TV”.
She said: “We’ve made a promotional film for TV starring people like scientists and Michelin-starred chefs who we have in the county.
"There’s a lot of talk about the way Essex is depicted but unless we tell people what it’s really like, they’ll only have one impression.”
The first ads will air on Sky this year.
The project will also feature footage of the county’s 350-mile coastline and highlight its produce, including wine, as part of a national campaign.
But PR expert Mark Borkowski insisted the Towie effect should also be showcased.
He said: “In the age of New Wokery, everything is under scrutiny.
"There’s no denying the cultural — and, I’m certain, economic — impact of Towie on Essex’s fame.
“For me, the ideal campaign would acknowledge these positives, even use them to introduce lesser-known facets of Essex, rather than using Towie as a sacrificial lamb.”
Sir Bob Russell, Colchester’s former Lib Dem MP, hailed the history of the county, where Boudicca led a mighty revolt against the Romans in a first-century bloodbath.
He said of the ad campaign: “It’s for discerning visitors, not the kiss-me-quick, candyfloss day-trippers, or those who wrongly think the whole of Essex is like the fictional portrayal in that awful TV series.”
Towie Essex
HOW the world sees the county...
- TOWIE: The hit ITV “reality meets soap opera” show was filmed in Brentwood.
- VAJAZZLES: The infamous heart-shaped bikini waxes, featuring sparking gem stones.
- STILETTO HEELS: Said to be the white footwear of choice for the 1980s Essex Girl.
- FAKE TAN: Cheap alternative to sunbeds — loved by Towie types and south Essex residents longing for a golden brown hue.
- STANSTED AIRPORT: The quickest way to “No Carbs Before Marbs” Marbella — a favoured destination.
- RANGE ROVERS: Usually white, the £80,000 motors have been a big hit — especially the Sport version — and are popular with celebs and footballers.
- SOUTHEND: Now a city and home to longest pleasure pier in the world at 1.3 miles.
- MUGGING OFF: An Essex-ism for treating someone badly and showing them a lack of respect.
- MUSIC LEGENDS: Birthplace of rave band the Prodigy, Britpop pioneers Blur and 1980s electro popsters Depeche Mode.
- SUGAR HUT: Nightclub on Brentwood High Street, setting for Towie scenes.
Historic Essex
HOW council bosses want to promote it…
- COLCHESTER: Capital of Roman Britainand oldest recorded town in the country.
- CHELMSFORD: The birthplace of the radio, thanks to Marconi.
- MANNINGTREE: The self-proclaimed smallest town in England, with a population of just 900.
- TIPTREE: Home of the world famous jam, favoured by James Bond in Ian Fleming’s 007 books.
- THAXTED: Once the home of British composer Gustav Holst.
- MOST HAUNTED HOUSE: Borley Rectory is a magnet for ghost hunters with sightings of floating nuns and headless figures.
- NUCLEAR BUNKER: Cold War bunker at Kelvedon Hatch which would have been an emergency government headquarters — now advertised with large signs saying SECRET NUCLEAR BUNKER.
- BOUDICCA: Iceni warrior queen who sacked Roman Colchester in AD61.
- BRENTWOOD: Scene of the start of the Peasant’s Revolt in 1381 against high taxes.
- AUDLEY END HOUSE: Close to affluent Saffron Walden and known as one of the finest Jacobean houses in the UK.
GEMMA Collins says Essex should swerve the rebrand…
FORGET the council — I am the Queen of Essex and the only rebrand our great county needs is one to shake up that stuffy lot.
To say we need to change our “reputation” is an affront to every hard-working person from Essex who has grafted to make something of themselves.
Vajazzles and spray tans were around a long time before Towie — and appearing on that show helped make me the successful businesswoman I am today.
As an Essex girl born and bred, I couldn’t be prouder of where I come from. The same goes for all my family and friends who live there.
The last time the council was given some taxpayer dosh to spend they wasted £90,000 on a Hollywood-style Basildon sign.
Maybe this time they could give the £300,000 to something actually worthwhile.
Essex boys and girls
Five Essex boys:
- Joey Essex - Towie star
- Jamie Oliver - celebrity chef
- David Gandy - top model
- Richard Madeley - TV presenter
- Keith Flint - prodigy star
Five Essex girls:
- Dame Maggie Smith - Downton star
- Denise Van Outen - TV presenter
- Rachel Riley - Countdown wiz
- Dame Helen Mirren - Oscars winner
- Deborah Meaden - Dragons' Den star
JAMES Argent says the council should be ashamed…
YOU’LL never meet a prouder Essex boy than me.
People who think our county is just packed with wide boys and women wearing white stilettos couldn’t have it more wrong.
Us Essex lot are some of the kindest folk around and we’d do anything to help.
We might be partial to fake tan but who wants to look pale and pasty just because the pandemic stopped us all flying out to Marbs?
And if you’ve got an issue with vajazzles, you’ve clearly not been lucky enough to hop into bed with one.
Essex is the breeding ground of some of our best loved stars and most famous sporting legends.
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And when it comes to landmarks, we’ve got the largest Norman keep in Europe — and the world’s longest pier.
The big dogs at the council should be ashamed of trying to change who we are.