by business editor Trevor Sturgess

Kent's stunning new tourism campaign "smells" as though it cost millions of pounds, Lord Alan Sugar's sidekick Nick Hewer said last night.

Mr Hewer, a new "friend of Kent" who once made disparaging remarks about Margate on The Apprentice television show, was speaking at the national launch of a scheme designed to boost visitor numbers and tourism businesses.

It was held in the London headquarters of M&C Saatchi, the world-renowned agency hired to create the campaign.

With initial £400,000 funding from Kent County Council, it uses photographs by Jean-Luc Benard aimed at showing the county in a fresh light.

So far, the French-born photographer has taken images of Broadstairs, Hever Castle, The Goods Shed, Canterbury, and the latest, a moonlit teepee in the ground of Wallett's Court Hotel, Dover.

The photos can be seen on poster sites and stations across London.

"The images are superb," said Mr Hewer, "The idea is superb and God Bless Kent County Council for putting its hand in its pocket and well done to all those concerned who have made the money stretch so far.

"It's not a multi-million pound budget but it smells like one and that takes some doing."

VisitKent, the agency that promotes the county as a great place for holiday breaks and day trips, has launched a Kent Faces and Places website to give residents a chance to say what is so special about the county to them.

Amanda Cottrell, chairman of VisitKent, urged people to come to "the kingdom of Kent".

"It was not a film set for the Darling Buds of May, she told guests. "Beautiful countryside, yes; wonderful coastline, yes.

"But Contemporary Kent is visionary, exciting, unique, diverse, challenging and we're rising to the challenge."

Kent produce was excellent and the county was now one of the top "foodie" places in the country.

"We hope that tonight we have rekindled your interest in Kent and its huge tourism potential."

Kevin Lynes, KCC Cabinet member for regeneration and economic development, made an emotional speech about his passion for the county.

As a pilot, he looked down and saw "there is no more beautiful place, with the sun just coming through the clouds and different shades of green, the pocket handkerchiefs that are the fields of Kent".