An assault has been launched on the despair of Keighley people and the town's poor image.

Town centre bosses have unveiled a campaign to learn from past mistakes while building on Keighley's strengths.

Their ambitious four-year plan sets out how Keighley can attract millions more people to its shops.

And they hope businesses of all sizes will join them in the crusade to give people back a pride in their home town.

The Town Centre Management group (TCM) has taken a cold, hard look at the problems facing Keighley, as well as its strengths and the potential for change.

It admits the town lacks a clear identity, contributing to the "despondency" of local people, and says many wrongly believe Keighley is still scruffy and downmarket.

But despite low civic pride, lack of cash for clean-ups and an excess of empty shops, the TCM group believes Keighley has many strengths.

It cites the good mix of shops, local tourist attractions, security measures, good disabled access and range of town centre entertainment.

And managers believe the town has a good chance of attracting to its shops more of the 2.5 million people living less than an hour away from Keighley.

The TCM group hopes to build on a catalogue of successful initiatives to put Keighley on the map.

Members have been instrumental in getting improvements, such as the new bus station, traffic alterations and repairs to the Cavendish Street canopy.

Now the TCM group -- made up of council departments, shops, firms and organisations such as Keighley College and the police -- plans to expand.

It has put together a glossy business plan setting out its objectives for the next four years within the wider setting of Keighley's regeneration.

The key is partnerships -- many already set up -- between key decision-makers, service providers and businesses in Keighley.

Many of these bodies will be expected to provide cash to spruce up the town centre, improve services, fight crime or run marketing campaigns.

The clarion call is being headed by Cllr Andrew Mallinson, who represents Bradford Council on TCM, as he urges all businesses to become involved.

"Everyone knows there's strength in numbers and this is true of town centre partnerships," he said.

"There are many national companies represented in the town centre and these should be supporting us in promoting sound economic growth and a friendly retailing environment.

"The business plan shows that all businesses, even the very small ones, can be involved in some way."