Journalist and one-time resident Keith Waterhouse once famously described Brighton as a town which should be helping police with their inquiries.

Eastbourne, on the other hand, has never even been accused of shoplifting.

And for those familiar with what Eastbourne offers, its tag of God's waiting room has become a trifle wearing.

Now moves are afoot to alter people's perception of the seaside town, starting today.

Posters and escalator panels promoting Eastbourne have gone up across the London Underground network, including busy stops like Oxford Circus and Victoria.

The aim is to tap into the lucrative and burgeoning thirtysomething market by associating the town with extreme sports such as windsurfing and paragliding.

And it is a further attempt to keep pace with the influx of younger people drawn by moderate house prices, stunning surroundings and bright attractions.

The posters make light of its stereotyped image while at the same time challenging the traditional view of Eastbourne.

The references to Afternoon Tea, Blue Rinse and Thermals are represented in a different light with three striking images.

Golfers enjoy their Afternoon Tea at the links while children playing in the sand are surrounded by a dramatic Blue Rinse across the sea and sky.

Thermals is represented by a paraglider riding a thermal air stream, just one of a growing cluster of extreme activities emerging in and around Eastbourne.

Under the slogan Change Your View, the campaign attempts to smash the notion that only older people can find fun in Eastbourne.

The crusade is a renewed attempt to garner a more positive image following the launch of the Good Times Just Got Better in 2001.

But will it work? Yes, according to Eastbourne Borough Council, which is leading the drive.

Liberal Democrat council leader Beryl Healy said: "This notion of Eastbourne being God's waiting room is a thing of the past. Whoever thinks that obviously has never been here.

"We have put up with this label for many years now and no doubt we will have to fight it for years to come. However, we have got to be realistic and push Eastbourne into the 21st Century and cater for all generations of people and not just one.

"The initial feedback I've been getting about this campaign has been extremely positive and I'm hoping its impact will be great."

Norman Kinnish, the council's director of economy, tourism and environment, said: "Eastbourne has long been unfairly associated with the label of a retirement home resort.

"Although a firm favourite with the older generation, it has also been steadily growing in its popularity with a more diverse age range of visitors, families and those looking for active holidays in the UK.

"It's not just our visitors who are getting younger.

"As the fastest-growing family town in the South-East, Eastbourne's residential demographics are changing with a continual stream of new shops, bars and restaurants opening up."

Whereas young people became accustomed to catching the train to Brighton or London to have fun, that has now changed.

With scores of new shops and bars opening in the past 12 months, there is far more for young people to do.

In the town centre are trendy eating places like Flava, opposite the station, Pepper Joes and cocktail bar La Habana in Pevensey Road.

Little Chelsea has a diverse range of shops now, including confectionery specialists Choccywoccydoodah.

Theatre worker Aimee Turner, 33, of Old Town, Eastbourne, said: "The town has changed so much during the past ten years.

"There is so much more to it than the tired old stereotype and anyone who dismisses Eastbourne as God's waiting room obviously hasn't spent any time here.

"Eastbourne has a real bustling undercurrent, with lots going on.

"There are loads of nice bars and restaurants, wonderful theatres and lots of independent shops and, with the new Sovereign Harbour development, Eastbourne really is a diverse and wonderful place to live."

Indeed, even chart sensations Keane, from Battle, are playing to a sell-out crowd at the Winter Garden in Compton Street on May 8, one of four theatres in Eastbourne.

While the town still caters for older people, its high quality of living and comparatively low house prices have attracted more families and young people.

It is a population that grows ever younger. There are almost 12,000 people in the key 30-39 bracket compared to about 8,000 in 1981. That figure is expected to rise to more than 12,500 by 2006.