WORCESTERSHIRE Sauce could be the latest ploy to rival the marketing strategy of Warwickshire's "Shakespeare's County".

New signposts using Worcestershire's unique Lea & Perrins sauce to promote the county as a top tourist destination are among a number of suggestions put forward by the county council's Economic Development and Regeneration Panel.

The panel has been looking at ways to modernise and diversify Worcestershire's economic base.

A brand name to promote tourism was suggested by Councillor Clive Holt. He felt using the famous sauce brand, or promoting the county as being the birthplace of Elgar, could be ways to mirror the success of Warwickshire's "home of the Bard" campaign.

"We need to begin to attract people off the motorway and into our county to see what Worcestershire can offer," said chairman Peter Carter.

"I would also like to see more county-wide events to promote Royal Worcester Porcelain."

"In principle, promoting Worcestershire Sauce and the county both together would be a very worthwhile initiative," said Bharti Parsotam, Lea & Perrins marketing director.

"We would need to see more details of any ideas, but we'd be happy to supply the council with a picture or transfers of the famous bottle."

Ideas for campaigns include forging stronger links with small businesses through the Chamber of Commerce.