KENDAL is to be advertised as a Christmas shopping destination in a bid to boost the economy of the town.

The adverts will be placed in publications within an hour's drive of Kendal at a cost of £5,000.

Funding for the scheme has come from the Kendal Action Plan - set up by Cumbria County Council and South Lakeland District Council to help the economy prosper.

It is hoped the adverts will give traders in the town a boost by bringing new visitors in for the festive season.

Coun Ted Walsh, chairman of Cumbria County Council's South Lakeland area committee, said the advertising scheme was just one of a number of initiatives being undertaken as part of the Kendal Action Plan.

"We are also supporting smaller local traders in joint advertising activity and working with Kendal Town Council on the Christmas lights switch on.

"These and other things are just what can be seen on the surface - behind the scenes we are all working together to pursue millions of pounds of economic support for Kendal and to make sure the town's needs are recognised at a regional level."

More schemes to help regenerate Kendal's economy could in future be funded with a grant from Cumbria Vision, should a bid for £6 million for the next three years prove successful.

And recruitment is about to begin for a programme manager to drive continuing efforts to boost the economy.

A special board, with membership representing the voluntary, public and private sectors, will also be set up to steer the action plan.