invalid byte sequence for encoding "UTF8"

I used shp2pgsql.exe to create an import sql for my gis database.
The resultant sql has data like this in it.INSERT INTO "gis"."sa_area" ("label","type","level",the_geom) VALUES ('MÔRELIG','0x2','2','0106000000010000000');
The Ô is ascii char 212.
This wont import, PSQL returns
ERROR: invalid byte sequence for encoding "UTF8": 0xd452
HINT: This error can also happen if the byte sequence does not match the encoding expected by the server, which is controlled by "client-encoding"

TIA
Gary