CHESHIRE has launched a new identity for its 'dynamic' programme of cultural events.

The identity was unveiled at an outdoor event at Nunsmere Hall Hotel staged by the cultural programme partners, where guests had been invited to ‘expect the unexpected’ amongst a taste of what Cheshire’s cultural scene has to offer.

Slant, the new umbrella brand name, highlights the fact that Cheshire offers an alternative way for people to engage with culture.

A consortium of partners, including Cheshire East, Cheshire West & Chester and Warrington Borough Councils, Marketing Cheshire, Culture Warrington Cheshire Rural Touring Arts, Storyhouse, Tatton Park and the National Trust, have developed a three-year programme supported using public funding by the National Lottery through Arts Council England.

The programme will allow Cheshire to reposition culture as a prominent offering in a county traditionally known for countryside, pretty villages and historic towns. It will focus on increasing the profile of the county’s arts and culture offer with new audiences, and on strengthening links with the tourism industry. The objective is to manage the delivery of activity already within the region, by publicising it, unifying arts organisations and encouraging the growth of the sector.

Rachel McQueen, director of Tourism for Marketing Cheshire, said: "Slant is a huge positive for the region. It will increase visitor numbers, diversify those visitors and ultimately increase income for the region through culture and tourism businesses. Cheshire’s visitor economy is already worth nearly £3 billion, and our cultural venues and events play a key role."

The Slant programme headliners for 2017 include: Storyhouse, Shift Digital, ARK at Chester Cathedral, Blue Dot Festival, Grosvenor Park Open Air Theatre, Moonlight Flicks, Trust New Art, The Lost Carnival, Clonter Opera, Just So festival, Spare Parts at Crewe Traction festival, the Enchantment of Chester Zoo and the Lead Artists programme.