THE region's tourist board says it is thrilled with the take-up of its new loyalty scheme.

The Heart of England Tourist Board (HETB) has produced a handy wallet-sized card that gives users discounts and offers on attractions throughout central England.

Called Great Times, Great Value, the scheme is self-funding through the premium rate phoneline which consumers call to apply for their free card.

The not-for-profit scheme was launched last month.

"The response to the scheme has been fantastic," said Simon Whitehead, communications and PR executive for HETB.

"Calls are charged at 75p a minute, and should last no more than two minutes, and that pays for the card and postage.

"The fact we can offer so much value on the card is down to our relationship with the supporting attractions."

The Severn Valley Railway, Kidderminster, Warwick Castle, Hanbury Hall, near Droitwich, and Drayton Manor Park are just some of the attractions combining to support the card, which offers more than £1,000-worth of discounts at around 100 participating attractions, hotels and restaurants.

The scheme runs until Thursday, October 31, and may be repeated next year if successful.

"We're hoping to make it an annual promotion to benefit our members, visitors to the region and people that live here," added Mr Whitehead.

Beverley Nielsen, chief executive of HETB, said the region boasted a great "diversity and quality" of attractions.

"With the Great Times, Great Value card we can now offer even more value for a day trip, weekend or holiday," she said.

"The Great Times, Great Value card is just another reason why the Heart of England region is one of the top English short break destinations."

The HETB has the largest share of domestic visitors and business tourism visitors out of the 10 regional tourist boards in England.

For more details telephone 0906 9591099 or visit the website at www.visit heartofengland.com