A £1.7m project is being launched to improve the perceptions of four towns on both sides of the Irish Sea.

The three-year BRAND project centres on Rhyl and Holyhead in Wales, as well as Athy and Dun Laoghaire in the Republic of Ireland.

All four towns have a history of regeneration projects, and all have difficulties in the way in which they are perceived by residents, businesses and the tourism and hospitality sectors.

The scheme is being funded by the European Regional Development Fund (ERDF) through the Ireland Wales Programme. The county councils of Denbighshire, Isle of Anglesey, Kildare and Dun-Laoghaire-Rathdown are all partners.

David Thomas, Denbighshire's cabinet lead member for regeneration, said: "BRAND is all about changing the perceptions of all four towns. Rhyl and Athy have already created close working links and there are obvious strong links between the port towns of Holyhead and Dun Laoghaire.

"We need to engage with various groups to find out what their perceptions are, what are the barriers to overcoming these perceptions and coming up with innovative and creative ways of boosting the reputations and images of all four towns."