They say imitation is the sincerest form of flattery.

But for marketing chiefs in Eastbourne imitation by a world famous brand has left them with a headache.

Leading eyewear label Ray-Ban has clashed with Eastbourne Borough Council after it copied the slogan used to market the Sussex resort.

Change Your View was introduced in Eastbourne in March last year in a bid to shake off its traditional image as a retirement town. But Ray-Ban has adopted the same slogan to promote its range of sunglasses.

The company shot lavish scenes in the Argentinian capital, Buenos Aires, using the Change Your View catchline.

Community leaders in Eastbourne are worried such a global brand could undermine their own campaign.

The council has written to Ray-Ban in the hope it will use Eastbourne as a location for its next advertisements.

Tourism leaders say Eastbourne has played host to commercials for Phones 4U, Carlsberg, Sky Sports and Hollywood movies like Pearl Harbour. Tourism councillor David Elkin said: "I am proud a global giant such as Ray-Ban would consider using elements of our successful campaign.

"However, I am concerned use of the same strapline could take the edge off our next phase of advertising. Many people are now recognising Eastbourne as being synonymous with the concept of Change Your View.

"However, we just don't have the budget to produce the kind of global television adverts Ray-Ban are using."

The council has invested heavily in promoting Eastbourne using the Change Your View slogan to disassociate the town from its blue rinse image.

Posters and escalator panels went up across the London Underground network, including at busy stops like Oxford Circus and Victoria. The aim was to tap into the lucrative thirty-something market by associating itself with extreme sports such as windsurfing and paragliding.

Coun Elkin said: "We have written to Ray-Ban in the hope they might consider filming the next commercial in Eastbourne.

"I think we have strong similarities as we also aim to attract those with a desire to explore and enjoy new and unique experiences.

"For years we have been defined as a grand old English seaside resort.

"We are breaking the confines of that by providing an experience which offers so much more, from extreme sports to continental-style living. I hope Ray-Ban will consider joining us as I believe we can both benefit by working together."