SHEPWAY Chamber has ditched a century of history and renamed itself Channel Chamber.

Folkestone and Hythe MP Michael Howard unveiled the new Chamber at a business breakfast in The Grand, Folkestone.

Bosses felt that the name Shepway was a turnoff for businesses in Hythe and other parts of the area.

They also believe that the word Channel better reflects their geographical position at a time of huge potential for Kent's coastal resorts.

And the re-branding could put pressure on Dover Chamber to join an enlarged Channel grouping that might eventually span the coast from Hythe to Thanet.

The ambitious chamber has 360 member businesses and half a million pound turnover. It is one of the most active and successful in the county, with around 17 per cent of the total number of Shepway businesses as members, well above the national average of around 10 per cent.

Chamber chiefs claim that with larger employers such as Saga and Eurotunnel in the fold, the members together represent around 30 per cent of all employees in the area.

Shepway chamber emerged from the former Folkestone Chamber of Trade founded in the late 1800s.

Stuart Brown, chamber chairman, said it did not take long to make the decision to change the name.

He said: "No one had any great attachment to the Shepway name. And anyway, outside Shepway, everyone thinks we're an island off Southend or somewhere."

Peter Hobbs, chief executive, said the chamber wanted to grow and the new identity change would help that strategy.

It would also help the chamber develop stronger relationships with Calais, Boulogne, Dunkirk and Flanders.

He hoped that larger employers in the Dover area, such as Dover Harbour Board, P&O and Norfolkline would consider joining the Channel Chamber.

"We need the big boys on our side so we can speak with one voice," he said.

But he did not want to poach members from Dover chamber and he hoped they would belong to both chambers.

Looking to the future, he said that Channel and Dover chambers needed "to look at the benefit of coming together." This might be joint working rather than a full merger.As Folkestone and the surrounding area developed a higher profile, it was important that business was more involved in driving change.

He said: "They've got to be given a say it what goes on.

"If these coastal towns are going to be regenerated in the next 10 years, and Government money is to be spent for the benefit of all, then who is going to stand up and say what business wants?"