A marketing campaign to boost the fortunes of Bishop Auckland will start in the next few weeks.

Consultants Walker Hall have been appointed to head a year-long, £75,000 strategy to promote special events and advertise the town in newspapers, on local radio and on buses.

The campaign is likely to be based on selling Bishop Auckland to tourists and shoppers, using the slogan "County Durham's best kept secret".

Walker Hall chief Jeff Fitzpatrick explained his ideas to a Bishop Auckland Town Centre Forum at a meeting on Tuesday night.

The company, from Durham, was chosen from a shortlist of five candidates after six-hours of interviews.

Last year, traders welcomed outline proposals from Walker Hall and agreed to set up a limited company, called Bishop Auckland Marketing, to run the campaign.

Wear Valley District Council, Durham County Council and redevelopment agency One NorthEast are funding the venture, with traders, voluntary organisations and national companies being canvassed by the town's MP, Derek Foster.

Wear Valley district councillors gave their backing at regeneration committee meeting and agreed to review the authority's strategy for future developments in the town centre.

Mr Foster welcomed their support, saying: "We are looking to an exciting year for Bishop Auckland."

Town centre manager Derek Toon said: "Part of the proposal from Walker Hall was to offer business support, and we hope the strategy will help bring businesses into the town, particularly to Forebondgate."

Included in Bishop Auckland's attractions will be the Bishop of Durham's official home Auckland Castle, Escomb Saxon Church, Binchester Roman Fort, the town's Laurel and Hardy connection, its railway heritage, the West Auckland World Cup story and the FA Amateur Cup successes of the town's football club.

Mr Foster said: "Bishop Auckland has many strengths and it is time we made the most of them.

"We have the potential to attract many thousands of visitors from the whole of the North-East region and further afield."