Cereal manufacturer Kellogg's and the Eden Project in St Austell, Cornwall have joined forces in a new marketing initiative aiming to bring in visitors to the botanical attraction.

The Eden Project, which only opened in March has already surpassed its attendance targets for the year, and is proving to be the biggest tourist attraction in the South West, despite the impact of foot and mouth on the region.

Kellogg's is running special promotion packs of certain cereals, including Rice Krispies, with tokens attached. Upon collection of three tokens, the voucher card can be exchanged at the Eden Project for half price entry for one adult with another paying adult, or free entry for up to two children with a fully paying adult.

The promotion should encourage even greater attendance to the attraction, which recently was forced to request that customers stagger their visits because of overcrowding.