Hot on the heels of the announcement of this year’s Oscar winners, California Tourism today announced Falmouth legend Edward Rowe as the winner of California Calling and the new UK star of its TV campaign.

Edward, 31, will be flying out to Los Angeles on 1st April to film the ad, starring alongside Governor Arnold Schwarzenegger and David Beckham, which will be screened in the UK from 1 May 2010.

Edward beat over 400 other hopefuls to win the competition after uploading an audition video to www.californiacalling.co.uk explaining why he thought he should win the role. Dressed in his now trademark multicolour jacket, Edward won the judges over with his hilarious regional take on the Serious Business ad, replacing iconic California landscapes with the sun, sea and surf of Cornwall.

Ed said “I can’t believe I’m going to California…I want to say thank you so much for watching my video…I can’t wait to go! I also want to say a massive thanks to Simon Bugler. He filmed and edited the ad and very kindly passed on the chance to go so I could take my better half, Jo.”

Leona Reed, Senior Director International Marketing for the California Travel & Tourism Commission and part of the judging panel says: “California Calling was all about taking a risk – seeing if we could find someone who embodies the California spirit and someone with talent that we would be proud to have in our advert.

"With Edward taking on the role it’s a risk that paid off – his take on our ad had us all in stitches.”

Somewhat of a local legend in his native Falmouth, Edward has made the most of his ‘celebrity’ status. “The video has had a great impact on our life already. Aside from people asking when the next installment will be made, it was my birthday two weeks ago and for a surprise, Jo put my video on at the local cinema for me and a load of our friends.

"What Jo didn’t know was that I busted her surprise and proposed on the big screen with a second video once the California Calling entry had finished. I was in character, in that jacket! It was amazing!”

Jo said yes and will be accompanying Edward on the seven day VIP trip to California. The trip includes Upper Class flights, courtesy of Virgin Holidays, the best suites in West Hollywood, Santa Monica, Santa Barbara and Palm Springs, many once in a lifetime activities and the ad shoot, on location in the Joshua Tree National Park. Complete details of the prize can be found on www.californiacalling.co.uk.

Reed continues: “We look forward to welcoming Edward and Jo to California where we hope that they enjoy the amazing experiences we are going to provide. We couldn’t be happier with the range and quality of the auditions that were sent in.

"It was a difficult job selecting the winner and we want to thank everyone who auditioned. We also want to thank everyone who rated, commented and viewed the entries – we wouldn’t have been able to pick a winner without their assistance.”

www.thisiscornwall.co.uk caught up with Ed this morning to see how it all happened - click here for more.