Sport and consumer PR agency Paul Ridley has been briefed to raise regional and national awareness of Miss Essex 2012 and drive online applications.
Miss Essex 2012 launched on Tuesday (22 November) with a photoshoot and drinks reception at TopGolf Chigwell, where the Grand Final will be held in March.
Agency chief Paul Ridley said: “Essex has won a special place in the heart of the nation through television shows like TOWIE.
“We have a great opportunity to make Miss Essex 2012 a regional competition with national appeal.
“TopGolf Chigwell is a great venue, because Chigwell is the spiritual home of Essex Girl. White stilettos and dancing round handbags started here.
“This is a fantastic project, and one that is hugely exciting for the agency.”
Applications for Miss Essex 2012 are now open, and close on 27 January.