A SELFIE campaign will form part of a new £100,000 programme which has been launched to boost tourism in Colchester.

The project, which is being led by Colchester Council, aims to promote Colchester and the surrounding area as a top tier tourist destination.

The campaign aims to have a regional, national and internationally audience and its central pillars will be the area’s heritage and cultural attractions.

The aim of the project is to boost visitor numbers to the Colchester borough - especially groups and short stay visitors.

The campaign has been titled Treasures of Colchester and highlights attractions including the Mercury Theatre, the Firstsite gallery, the award-winning Castle Park and the Fenwick treasures Roman jewellery find.

Natural beauties such as Mersea Island and the Dedham Vale will also be promoted.

The campaign will include outdoor advertising and an interactive social media strategy.

One key element, which is being developed with Visit Britain, is a social media selfie campaign where people take selfies of themselves with their favourite Colchester Treasure with opportunities to win prizes and visitor discounts.

Other cornerstones of the campaign include a new Visit Colchester website, the appointment of a part-time tourism marketing officer who will deliver the additional work as well as work in conjunction with hoteliers, retail outlets and restaurants.

Colchester Council has previously been criticised by opposition councillors and the community group Destination Colchester for not doing more to celebrate Colchester's historic and cultural treasures.

However, Tim Young, who is deputy leader of Colchester Council and portfolio holder for culture and regeneration, said: "All the pieces necessary to promote Colchester as serious contender for the tourist pound have come together.

"Tourism is a key sector for economic growth in Colchester and investment into increasing visitor numbers makes sense.

"In 2014, the value of tourism to Colchester was £245 million with the multiplier effect – supplying the tourist industry – adding a further £76 million.

"The number of people staycationing - UK residents holidaying in the UK - increased by 18 per cent in 2015 compared to 2014, adding further to the argument for increased investment into tourism.”