World-famous advertising agency Saatchi is close to landing a £400,000 deal to promote tourism in Kent.

VisitKent, the organisation that bangs the drum for the county as a great place to visit, believes the high-profile agency is best-placed to raise its profile in the run-up to the Olympic Games in 2012.

But there is concern among some business people that no Kent firm was in the frame for the lucrative contract.

The deal, which could boost jobs and prosperity of tourism businesses, depends on Kent County Council funding the project. A final decision could be reached within the next few days.

The sector employs 50,000 people and collectively earns £2.5billion a year.

The complex project - known as Kent Contemporary - involves marketing, advertising and re-branding in an effort to increase visitor numbers by at least a fifth over the next few years.

Saatchi's involvement was revealed by KCC leader Paul Carter during a networking event at Hadlow College promoting the council's Backing Kent Business campaign.

Sandra Matthews-Marsh, VisitKent's chief executive (pictured above) said the organisation supported Kent businesses whenever it could. It is understood that some Kent businesses were considered.

But Alan Reading, of Marden-based Custom Marketing Resources said he was disappointed a Kent organisation was turning to a London firm. "I am totally convinced that the skills are available," he said.

Richard Romain, of Answers and Solutions Kent, a marketing company based in Maidstone, added: "I'm sure there are Kentish design agencies with international experience. It looks as though they have been seduced by the name."

It is understood that VisitKent, which has recently been granted £2million in European funding, invited eight firms - including at least three in Kent - to pitch for the contract. But a panel decided that Saatchi's presentation was the most impressive.

Ms Matthews-Marsh added: "We have very talented agencies in the county and some of them pitched, but against the brief that was set, Saatchi came up with the most compelling creative concept."

Cllr Carter said: "If we can find the money and get the very best people - and Saatchi made a very clever, professional presentation - it's really going to make a difference and improve job security and prosperity."