- Video report by ITV News Anglia's Matthew Hudson
A project which aims to increase tourism revenue in Northamptonshire by 50% has been launched at Boughton House, one of the county's leading attractions.
The scheme is being masterminded by David Lowther, who spent many years as a senior figure at the world famous Saatchi & Saatchi agency.
The number and quality of stately homes in the county is one of the main selling points.
The launch itself was held in the opulent surroundings of Boughton House - sometimes known as the English Versailles.
However, other sectors - including sport, entertainment and food and drink - are also in favour of the campaign.
Posters on the London Underground, billboards and adverts will all play a part in enticing tourists to Northamptonshire.
There is a feeling that the county has been hiding its light under a bushel for too long.
Tourists spend money, which helps generate wealth and jobs locally.
The catchline for the campaign is 'Britain's Best Surprise'.
With the man who taught us Australians wouldn't give a four x for any other lager at the helm it will certainly be a surprise if people don't sit up and take notice.