MIDDLESBROUGH residents are being urged to show their pride in their home area by becoming ambassadors for the town.

The Middlesbrough Pride campaign is aimed at making sure staff in hotels, shops and restaurants are aware of the things that are happening in the town and the Tees Valley and are ready to pass the message on to visitors.

It is the brainchild of Middlesbrough Town Centre Company, Tees Valley Tourism Bureau and Middlesbrough Council which have put together a series of free training courses for local employers.

Karen Shields, marketing and information manager of the Town Centre Company, said: "The people who work in shops, restaurants and hotels - anywhere where they come into contact with tourists and visitors - are really our frontline in the effort to bring visitors and income into Middlesbrough.

"We want to harness the real sense of pride that they have in the town so they become well-informed ambassadors.

"The town has a great story to tell and the more people that know about it the better."

The team behind Middlesbrough Pride hope that more than 140 delegates will have been on the training course by the end of the year.

For further information contact Ms Shields on (01642) 226622.