THE Malvern Hills are the focus for a £1 million advertising campaign to attract visitors from cities to rural areas in the West Midlands.

The hills are among 48 different attractions featured on posters launched at 177 sites throughout Birmingham and the West Midlands this week.

The campaign was set up in response to a Government initiative aimed at helping reinvigorate rural tourist industries.

"This initiative will help residents of the West Midlands discover the beautiful countryside surrounding the city," said Sir William Lawrence, chairman of campaign organisers the Heart of England Tourist Board.

"Bringing more visitors to an area will help invest in the pubs, shops and restaurants that make up the economy of the many rural locations."

The poster campaign is funded by Advantage West Midlands.

Sir William said: "It's very emotive, making people think 'wow I really want to go there!'

"The aim is to show them they can, as it's right on their doorstep."

Local response to the campaign has been positive.

Ian Rowat, director of the Malvern Hills Conservators, said: "It's nice that the tourist board is doing its job and promoting the area. It's our job to manage visitors when they come here and I hope the two can work together.

"What would be good for the local economy would be people coming and spending time in hotels and other attractions in the area as well.

"If we use the hills as a hook to bring people in, then they enjoy the Malvern Hills and that's to be encouraged."

Sarah Ball, manager of St Ann's Well Cafe on St Ann's Road, said she hoped the campaign would bring in more people during the week.

"We need that really," she said.