Stunning views of a beachside holiday park in Devon can now being glimpsed from highways and by-ways across Britain, thanks to an unusual publicity drive which has just got into gear.
Ladram Bay Holiday Park near Budleigh Salterton in East Devon has transformed a 43-foot long lorry into a mobile poster site for its glorious location.
Designed by the park's own graphics team, the picture shows Ladram Bay's cliff-top location above its private beach with an iconic sea stack just off-shore.
The breathtaking view, by local photographer Ben Kapur, will be visible across the country as the lorry transports goods to and from the Greendale Farm shop based near Exeter.
A major national retailer which even has its own fleet of fishing boats, Greendale Farm was quick to give its thumbs-up to the idea of putting a gigantic picture postcard on the road.
Now Ladram Bay hopes to create a twitter storm by inviting #LadramLorry tweets from wherever the truck is spotted by car passengers or by drivers when stationary.
The park, which last year marked its 75th anniversary under the ownership of the Carter family, believes the exercise will also provide a boost for tourism generally in the area:
"I'm sure that many people when driving enjoy thinking about where they will go for their next holiday," said Ladram Bay director and family member Zoe House.
"This jaw-dropping picture is a reminder that some of Britain's most fantastic coastal scenery, along with its finest beaches, is to be found in Devon.
"We're delighted to be partnering with Greendale Farm in this project as they also share our values about sustainability and taking care of our countryside and oceans," added Zoe.
Ladram Bay Holiday Park is a long-time holder of the David Bellamy Conservation Award which recognises its raft of initiatives to protect wildlife and the natural world.
The five-star park is enjoying one of the busiest ever summers, and provides attractions including a swimming pool with splash zone, an indoor climbing wall and professional entertainment.
More information – and details of the different holiday options and holiday home ownership opportunities at Ladram Bay – is available at www.ladrambay.co.uk