A drive to promote Eastbourne as a sunny seaside tourist haven was launched amid a torrential downpour.

Council and business leaders huddled under umbrellas at the International Tennis Centre in Eastbourne to give their blessing to the town's biggest publicity effort so far.

The £100,000 campaign will focus on Eastbourne's good points using more than 40 giant billboards of the town looking its best bathed in bright sunshine.

The posters, featuring photographs of local landmarks such as Beachy Head, will be displayed in the London Underground in a bid to boost leisure and business in the area.

However, yesterday's launch marked the end of the wettest first third of the year in Brighton and Hove since 1937.

Argus weatherman Ken Woodhams said more than 17in of rain had fallen on the city since January, the most recorded for 64 years and almost double the average.

He said: "It was a bad start to the year and a wet start to the new month. There are no signs that April showers are stopping yet."

More than 3in of rain fell in April, an inch less than the same time the year before.

Despite April being a drier month, bad weather in January, February and March means more than half the yearly average rainfall has already fallen in 2001.

But tourist campaigners in Eastbourne hope the posters put up at railway stations across the South-East promoting the town will stop the summer from becoming a wash out.

The posters feature the slogan, 'Eastbourne - the good times just got better', the campaign's web site address and a map highlighting the town's geographical position.

Nationally, advertisements are to appear in specialist magazines to update the town's image.

Eastbourne will be promoted internationally via the British Tourism Association and language schools.

The aim is to encourage more people to come to Eastbourne for short breaks, day trips and conferences or to live, study and work.

Graham Marsden, leader of Eastbourne Borough Council, said: "We need to give everybody a clear picture of what the town is like.

"The success of this campaign will benefit everybody through increasing visitor levels and the money they spend.

"It will highlight the advantages of living and working in Eastbourne, thus ultimately raising the skill level for local employment."