A NEW image for Bolton was unveiled on Wednesday.

Bolton Council chiefs have worked alongside specially appointed consultants to reinvent the town.

They have devised a theme based around the image of family, promoting the town as friendly, welcoming and homely, as well as successful and forward thinking. There will be slogans such as "Come on in, make yourself at home . . ." which will feature on "Welcome to Bolton" signs.

It is hoped to make Bolton's image more appealing and establish it as a bigger business and tourism centre.

Council chiefs want the £90,000 campaign to be as successful as the marketing programmes which transformed the images of New York and Glasgow during the 1980s and 1990s.

Keith Davies, director of regeneration and development at Bolton Council, said: "Bolton is now having a bigger impact in sport, culture and business than at any time in its history and it is about time the borough dropped its traditional reluctance to shout about itself. We are capable of achieving a lot more at a national and international level and want Bolton to start punching its weight.

"By exploiting the huge opportunities we have to boost business and tourism, we hope the campaign will help to create the kind of wealth in the borough that will bring benefits and opportunities to every single resident."

Town hall bosses want to take advantage of the soaring profile of the borough and cash in on the excitement surrounding new developments, the booming local economy and the success of Boltons sporting stars and celebrities.

New slogans and artwork will initially appear on boundary signs, billboards and documents produced by Bolton Council and its partners.

Sue Vanden, of Manchester-based consultants Hemisphere, said a colour spectrum would be used as part of the logos to represent the boroughs cultural diversity.

She said: "This spectrum of colours is in effect a slice of Boltons DNA - a representation of the fabric and make up of the town."

The campaign will be based on three main themes of openness, character and decency which it is hoped will influence many other elements of life in the town, from the design of new buildings to the use of green spaces - and even the councils parking policy.

Cllr Barbara Ronson, the leader of the council, said: "This is the first time we have attempted to assess and enhance the character of Bolton.

"We are not trying to impose a brand on the borough but build on what have here and get across the message that we are dynamic and welcoming."

Bolton's image as a soot-stained mill town dominated by chimneys has been challenged in recent years by the rise of TV and radio stars such as Peter Kay, Vernon Kay, Sara Cox and Mark Radcliife, all of whom have maintained a strong association with their home town.

Richard Hurst, chairman of valve manufacturing company Richard Threlfall Group, and chairman of the Bolton Vision Partnership, which has led the development of the brand strategy, said: "If we are going to make significant improvements in how people view Bolton, we need to start by having an identity which is truly representative."

A number of the boroughs major organisations have also welcomed the campaign.

Bolton Wanderers marketing manager Mike Needham said: "It is great to see Bolton getting its act together in communicating to the outside world how much it has to offer. The reputation of Bolton impacts on what we and lots of other local organisations are trying to achieve and we want to see the town as well as the football club at the top of the Premier league."

Mollie Temple, vice chancellor of the University of Bolton, said: "Bringing a unity to the towns public face will undoubtedly do much to enhance perception of Bolton.

"As a vibrant, diverse and welcoming town, Bolton has much to offer anyone wanting to come here to study at university."

Cathy Savage, manager of Bolton Town Centre Management Company, said: "Bolton is a great town to live and work in, and if we are to make the most of everything it has to offer, then it is vital that we not only work in partnership, but that we present ourselves as a partnership.

"We are proud to be a part of the Bolton family and strongly support everything it stands for."

What do you think about this idea? Send your comments to Internet Editor Chris Sudlow.