DARTMOUTH'S big branding campaign has been labelled 'out of keeping' with the image of the town before it even gets off the starting blocks. The town's Business Improvement District team is about to launch its new logo alongside a series of images that it is hoped will sum up life in the town to a national audience. The slick advertising campaign has been put together for the BID by Chaos marketing agency. But one of the slogans – 'putting the cat out Dartmouth style' – alongside a photograph of a catamaran, has not been well received by those paying the BID levy. Louise Blackburn, of The Crafted Emporium in the Old Market, said Dartmouth was more a town of sailors, yachtsmen and gig rowers. 'We have plenty of other splendid pleasure boats and historic vessels on the river they could have used for the promotion,' she said. 'All you have to do is take a boat trip up the river. 'We have so much here but when do you ever see a catamaran in Dartmouth? You can't start mocking things up.' Louise initially raised reservations about some of the branding material when it was unveiled during an event at Dartmouth Academy last week, but was reassured by the BID team that they were only ideas. However, now she understands that one or possibly two catamarans are to be brought up the Dart for a photo shoot. 'I was told by BID manager Phil Scoble that they are going ahead with the image,' she said. 'It seems they had already made up their minds. 'We were all asked to fill in a questionnaire but they are still not listening to what we are saying. I wonder if these people from Chaos have even been to Dartmouth.' Her business partner, Jane Willis, who has a background in advertising, said it was 'a mistake' to start staging scenes. 'It can look very false and you are better to be genuine,' she said. Town councillor Dave Cawley also said the use of a catamaran showed a lack of understanding of Dartmouth. 'Why not show Dartmouth as it is?' he asked. Francesca Johnson, BID marketing team leader, said: 'I am very sorry that some people are not fond of the catamaran strapline. 'I have spoken with those people direct and explained that we sympathise but the wording was by far the most popular choice and we and Chaos have consulted widely and have had to deliver what the general group opinion felt was favourable. 'We do want other ideas for further promotions and will continue to be available to meet people to talk those through in person.' A photo shoot for the catamaran promotion will take place in Dartmouth on Monday.