THE spirit of England and St George is alive and well in the Malvern Hills area.

Dave Bradley, of BBC Radio Hereford and Worcester, presented a three-hour show from the Kettle Sings on Wednesday (April 23), as part of a nationwide drive to boost tourism.

Meanwhile, Ledbury flew the flag for the patron saint with a town centre procession on the opening day of its five-day English Festival.

Among the guests at the Kettle Sings were Simon Whitehead, communications and PR executive for Visit Heart of England, answering questions about tourism in the area.

Also on the show was Ian Rowat, Malvern Hills Conservators' director, who took Mr Bradley on a short walk across the hill, and representatives from the Ledbury English Festival.

Kettle Sings partner Rachel Booth said the publicity was good for them.

A £4 million advertising campaign, Enjoy England, was launched by tourism minister Kim Howells on Wednesday to try and persuade people to holiday in the country.

Ledbury English Festival also saw the formal launch of the town's 2003 bid for the national Britain in Bloom title. Today (Friday), there will be a free guided walk of historical Ledbury with the Ledbury and District Society Trust, while in the evening there is a performance by the Bandit Beatles at the Community Centre.

John Masefield will be the theme of a literary luncheon held by the John Masefield Society and Ledbury Poetry Festival tomorrow. There will also be a reading by the Ledbury Scribes, under the Market House, in the afternoon and performance by the New Ledbury Players at The Talbot at 3pm. The day will be rounded off by Ledbury Choral Society performing Carmina Burana at St Michael and All Angels' Church.

A Sunday spectacular will bring a host of groups and entertainments on to the streets. Regional food and drink, from the likes of Westons of Much Marcle and Frome Valley Vineyard have been lined up alongside a display of vintage vehicles, pig roast, swingboats and a grand draw. The event runs from noon to 6pm.