Joe Sims Treads The Boardwalk

Actor Joe Sims found himself treading boards of a different kind when he made a return visit to one of his favourite childhood haunts, Weston-super-Mare's iconic Grand Pier, thanks to Empica.

The Bristol-born star took a trip down memory lane as he strolled along the boardwalk, recalling his childhood fear of falling through the planks, and how he feared the same thing would happen on the "rickety" old ghost-train, and enjoyed some of the Pier's many rides and attractions.

When Joe, a friend of Empica best-known for his role in ITV drama Broadchurch, told us of his childhood visits to the Pier, one of our clients, we thought there could be a good PR opportunity to get the two together, as the Pier prepared for the start of another summer season.

For his troubles, the Pier presented Joe with a cheque for £500 for the St Peter's Hospice Room To Care Appeal, a local cause close to Joe's heart.

During his fun-filled afternoon at the Pier, Joe also helped to launch its on-line poll, ahead of National Cream Tea Week, to find the definitive answer to the culinary conundrum of 'cream first, or jam first'.