The Quality Management Initiative was drawn up in association with retained agency Staniforth, and aims to upgrade the city’s image by ridding it of its legendary tacky memorabilia.
The campaign has put together a voluntary code for traders, which asks them to stop stocking tacky gifts such as rude T-shirts. It coincides with the liberalisation of gambling laws, which planners hope will encourage further investment in the city.
Staniforth account director Jo Waters said: ‘We are targeting TV, radio, national and trade press, and we are doing media relations. We are also targeting business correspondents.’