Regional titles have joined forces with a national daily to back businesses which are “brilliantly British”.

Reach plc has today launched its Brilliantly British campaign, which aims to promote retail sectors including automotive, fashion, home, lifestyle, leisure, food and drink.

The campaign is being led by the Daily Express and support by Reach’s regional daily titles, as well as its ‘Live’ network of websites.

An amateur photography contest will also be run as part of the drive, with contestants being asked to find “a positive image that captures a modern, inclusive Britain in 2020″.

Shane Davison, marketing director for Reach national titles, said: “Brilliantly British is a positive and modern collaboration between the Express, commercial partners and the arts supporting our readers and businesses, which is crucial now more than ever.”

The campaign is suported by Camelot UK Lotteries Limited, the licensed operator of The National Lottery.

Express editor-in-chief Gary Jones said: “Let’s celebrate and support a modern Britain.

“We’re delighted to be working with Camelot as well as launching a search for the Brilliantly British photograph.

“The very best photographs bring an intense emotional reaction – and that’s what we’re hoping the winning Brilliantly British image will successfully convey.”