WORK to achieve prestigious Purple Flag status for Bradford city centre has officially begun.

Bradford at Night, in partnership with Bradford Council and Safer Bradford, hopes the Association of Town and City Management (ATCM) will award Purple Flag accreditation to the area for the first time.

Purple Flags recognise a place's commitment to creating a vibrant and safe night-time destination for residents and visitors alike.

There are 100 Purple Flag destinations around the globe across the UK, Ireland, Sweden, New Zealand and Australia - and it is hoped Bradford will be awarded the top status in time for City of Culture 2025.

Work to achieve Purple Flag accreditation for Bradford city centre is being backed by businesses, police, council representatives and community organisations.

Bradford at Night said it played a "pivotal role" in co-ordinating the team effort and was now tasked with ensuring all criteria for the accreditation is met.

As part of that process, Bradford will be "required to demonstrate its ability to provide a diverse range of entertainment and cultural activities, fostering a nightlife that caters to all demographics", according to Bradford at Night.

The city also will also have to show its commitment to safety and well-being.

Elizabeth Murphy, managing director of Bradford at Night, said winning a Purple Flag would be a "turning point" for the city centre - but pointed out it was "not a done deal" and "commitment and action was needed from all stakeholders involved".

Elizabeth Murphy, managing director of Bradford at Night

"This project does not come without its challenges, critics and sheer determination," she added.

"Purple Flag will not solve the problems facing the city centre.

"But it's something that will support the efforts that city centre businesses have been working on for the past few years and, in some cases, decades."

According to ATCM, its research indicates a Purple Flag can bring "real benefits", including a raised profile and an improved public image for the location, a wider patronage and increased expenditure, and lower crime and anti-social behaviour.

A Bradford at Night spokesperson added: "Bradford is battling an age-old argument that it needs to change, and we and our partners agree."

They urged everyone to "pull together to put Bradford back on the map" with initiatives like the Purple Flag bid.

Alison Lowe, West Yorkshire Deputy Mayor for Policing and Crime, added: "A Purple Flag for Bradford city centre is a piece of the jigsaw that's been missing."