The Love Middlesbrough Campaign aims to challenge and change the negative image frequently portrayed of Middlesbrough in the national media. The campaign involves local private and public sector organisations, as well as the Council. There are three parts to the campaign:

• A local image campaign to build and capture local pride;
• A national campaign to raise awareness of the positive aspects of Middlesbrough; and
• The creation of an Ambassadors Club which would comprise well-known and influential supporters of the town.

Key activities will include a national PR campaign, the production of a town DVD guide, competitions and give-aways, events including a fashion and music extravaganza and much much more.