The name Skegness stays. The brand he is trying to promote is The Lincolnshire Coast.
Brand values: Honest, not exhorbitant. Miles of real sand. Families really welcome. Wont break the bank. Not subject to currency shocks, airport misery. Come by train.
Undersold attractions: Gibraltar Point. Miles of real sand (again). 1953 disaster visitor discovery centre (not built yet, but crying to be). Off shore wind farms. Seals in the Wash. Kids love the emergency rescue copters and boats.
Actually, the Lincolnshire Coast is a national planning failure, but we will leave that out of the digital brochure.