Cleethorpes successfully resisted attempts by Grimsby to absorb it and in 1974 it became the Borough of Cleethorpes within the new county of Humberside. However, when Humberside County Council was abolished in 1996, Cleethorpes Borough Council was joined with Grimsby Borough Council as the unitary authority of North East Lincolnshire. In 2009 North East Lincolnshire Council agreed to market the towns of Grimsby, Immingham and Cleethorpes, under the 'Greater Grimsby' banner.
