Old-fashioned Skegness gets rebranded

LONDON - The Lincolnshire seaside town of Skegness, synonymous with old-fashioned "kiss-me-quick" fun, is to be rebranded.

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Naked Communications, through its experiential arm Lunch, has created a new "SO" brand, which aims to evolve the classic advertising line "Skegness is SO bracing".

The "SO" brand will represent "Skegness Organises" and will launch with a festival on 25 July, including an opera on the beach, featuring Jonathan Ansell of G4.

Naked's campaign, including press and radio, will support the relaunch.