WHAT a pants idea! After Blackpool's summer 'anti-sleaze' campaign, sour reactions have greeted a Christmas publicity stunt by Brannigans fun pub - involving knickers, 'phone numbers and a Christmas tree.

The promenade pub, part of a chain owned by Leisure Parcs tycoon, Trevor Hemmings, is inviting customers to write their telephone numbers on their knickers and hang them on a Christmas tree for others to pick up. If knickers are too skimpy to write on, the bar is providing tie-on Christmas gift tags for numbers.

Brannigans says its 'St Knickerless' promotion is a way of giving its customers a 'helping hand' with love.

"The nation's favourite saint will not only be dropping down the chimney of Brannigans this Christmas, but St Knickerless will be dropping his drawers in the 12 nationwide bars to kick off the season of festive frolics," the company told the press.

"Party-goers across the country have been invited to try to pull a Christmas Cracker by bringing a spare pair of 'smalls' to the bar with their name and phone number written on. They will then be able to decorate the Christmas tree with their favourite pair of draws in an attempt to find true love during the festive season."

The promotion is being seen as light-hearted fun by some, but others say it promotes a culture of 'dirty drinking' at odds with Blackpool's family image.

Lawrence James, chairman of Blackpool Quality Management Initiative (QMI), said: "Quite honestly, I think it's appalling. Whilst it applies to all the Brannigans throughout the country, I'm astonished that at at time when all the large bars in Blackpool are under pressure to improve the quality of their product that they Brannigans are going so sleazy and down market, and I'd hardly consider it a harmless bit of fun, or particularly beneficial to their brand."

Part of the QMI's work this year, has been launching guidelines for town centre businesses to halt deterioration. One guideline in particular, about the removal of offensive tat from the front of promenade gift shops, drew national attention over the summer.

Mr James, who also owns Blackpool's Bond Street Seafood Restaurant, added: "I think it's tasteless. Hopefully the girls in Blackpool will have more sense than to get involved in such a ridiculous promotion."

There are concerns that people's numbers may be hung on the tree without their knowledge, and that it could put young people in danger.

Joe Curran of Blackpool's Licensed Victuallers Association said: "It's difficult for me to comment on another licensee, but it seems to be a promotional gimmick that's in a light-hearted way.

"But there's got to be caution involved, if people are writing other people's phone numbers up there, or it could lead to crank calls, anonymous calls or sexual harassment."

Cllr Eddie Collett, deputy leader of Blackpool Council and portfolio holder for regeneration and tourism, said: "I can see how people might be offended and think it gives out the wrong image."

But he added: "Brannigans over Christmas isn't going to be a pub for family entertainment anyway and if you're going in there over Christmas then you probably are expecting something a little bit risque.

"My immediate reaction is 'that's quite funny' but I see the downside of it in that it could be irresponsible. I would hope that the managers keep an eye on the situation and if it's turning out to be not taken as light hearted fun then they'll put a stop to it."

A Brannigans spokeswoman added: "Christmas is a time of fun and frivolity, especially in Brannigans. Everyone who hangs their number on the tree does so voluntarily and we would ask everyone taking part to approach it responsibly."