The iconic landmark of Shropshire’s World Heritage Site – with a slight alteration – has been adopted for a major advertising campaign.

Britannia Building Society has adorned its billboards across the region with the famous Iron Bridge as part of its latest marketing drive.

Shropshire’s symbol of the Industrial Revolution will appear at a number of sites throughout Shropshire and is pictured here at its spot in Holyhead Road, Ketley, Telford.

Bosses of the building society hope the image of the first ever iron bridge, constructed in 1779 over the River Severn, will symbolise quality of service.

Designers decided to give its industrial beauty a bit of a tweak, however, with a makeover in the Britannia colours.

Jayne Dono, for the company, said: “The campaign is using some of the biggest landmarks around the country and the Iron Bridge is one of them.

“We do not know exactly how far it is being used but certainly around Shropshire and possibly the region. It has been given a lick of paint – although not the real thing, of course!”

She added that the use of the landmark appeared to be proving successful.

“People seem to be liking the use of local images. We have done a trial run in the South West and it was quite successful,” she said.

“Now the campaign is being rolled out across the country. There will also be adverts in newspapers and posters around our branches.”

Earlier this month the bridge, seen as a foremost symbol of Britain’s Industrial Revolution, was named as an Icon of England.

It made a list of 21 special landmarks for the country, ranking alongside Westminster Abbey, Rolls Royce and Winnie the Pooh.