Award Bathing Beach

Award it what?

Directions to an "AWARD BATHING BEACH" in Sheerness on the Isle of Sheppey

On our recent trip to Sheerness (seaside #183 visited) on the Isle of Sheppey (island #9 we've been to) we spotted this incredibly odd bit of signage for an "Award Bathing Beach" on the seafront.

What's one of them then!?