A guesthouse in Blackpool has rebranded itself as ‘The Viagra Hotel’ and sparked outrage amongst locals who fear the name is unsuitable for a family-friendly town.

The 29-bedroom hotel on Dickson Road was previously known as the Vidella, but has now been rebranded with the promise that they “will keep you up all night.”

Hotel owner Neil Marshall explained that he decided to change the name to make it clear the hotel is very much a budget guesthouse.

“The Vidella had quite a bad name to it - and the type of clientele coming here thought they were going to come into a posh location,” he said.

Marshall also revealed that he hoped the new name would help the property stand out in a town full of hotels, and he says lots of people have found the new name amusing.

However plenty of others have not seen the funny side of the rebranding, with many people complaining that it’s inappropriate.

Councillor Ivan Taylor, who represents Claremont ward which includes the hotel, said: “We are a family resort and this leaves a bad impression.”

Claire Smith, President of Stay Blackpool (the tourist organisation for the town) says that the new name is likely to put off good quality guests:

“My only concern is you're going to get some real weirdos that are going to not take it in the context that it's meant - in that they're just going for a laugh - and the good hoteliers are going to be spending the whole time just trouble-shooting,” she said.

Considering Viagra is a brand owned by Pfizer, it’s likely the hotel’s life may be short-lived under its current moniker.