Under the "Derby Does It" logo, the campaign will roll out over the next few months, leading up to a series of major events in late June.

It is starting with posters and billboards which emphasise the city's past successes and future potential.

Officials said Derby did not have to overcome a bad image, but rather had to create an image for those who were unfamiliar with the city.

Derby has inspired the world in the past John Forkin, Marketing Derby

Project manager, John Forkin, said: "Derby has recognised that it needs to raise its profile in order to attract investment.

"It is located in a very competitive part of the country where it is surrounded by other cities.

"We need to fight for every pound and penny we win for this city."

He added: "The poster at the pentagon island says 'Inspire the world - Derby does it'.

"Now what that is saying is that Derby has inspired the world in the past, continues to do so today and therefore might continue to do so in the future.