MTV's 'make-over' of the traditional 'Welcome to Wales' road signs shown along the Welsh border aimed at promoting a new series of the reality show 'The Valleys,' has been met with derision by Monmouthshire County Council, which has described the publicity campaign as 'sexist and tawdry'.

The double-sided signs are intend to pay homage to the iconic Wonderbra Adverts of the mid 90s and feature three of the shows biggest stars, Natalee Harris, Lateysha Grace and Jenna Jonathan in racy underwear.

The design has been trialled on the A465 in Llangua, and has since been rolled out at several crossings into Wales in advance of the new series airing this week.

Jo Bacon, Vice President, Marketing, Creative and Press, MTV UK said, "We wanted to extend a warm Welsh welcome to everyone entering the country and put an entertaining spin on the boring traditional signs that clog up our roads."

But Monmouthshire County Council has spoken out about the distasteful nature of the signs.

County Councillor Bob Greenland, cabinet member with responsibility for tourism said, "This is a sexist and tawdry PR campaign based on outdated stereotypes of Welsh identity.

"Rather than pander to their attempts to get people to tune into yet another reality TV show we'd rather talk about real talent.

"Our young people are achieving some of the best education results in Wales, our award-winning youth service is making a real difference to the lives of people young and old in this county and beyond.

"We are Wales' food capital and are investing in hosting world class sport. We have the best economic prospects in Wales, we are blessed with stunning scenery, a friendly engaged and active population and a vibrant local economy.

"As the gateway to Wales we take the appearance of our county very seriously.

"These signs have been put up without permission and will be removed."