TRADERS have backed a £100,000 marketing campaign that could boost business and bring jobs to Bishop Auckland.

Newspaper, radio and bus advertisements, combined with a programme of promotional events, were key elements of a strategy presented by business advisors Walker Hall to the town's chamber of trade.

Now a company could be formed to market the town, with the first advertisements appearing in the run-up to Christmas.

Bishop Auckland MP Derek Foster has approached some large companies for funding for the project.

Other likely sources would be local authorities, regional development agency One NorthEast, the European Union, property owners and community groups, as well as local traders.

Mr Foster said: "I think we are at a watershed. We have been ploughing through treacle for the past two years trying to make progress but it has not been very effective.

"We have to move forward while the opportunity is there. If we wait it could be too late. We have to go for it and go for it now."

Walker Hall chief Jeff Fitzpatrick urged traders to be positive.

He said: "We looked at Bishop Auckland with a fresh eye and found a lot of good things to shout about. We have to build on those strengths and have confidence in the place.

"The location is great and it has a lot of charm. There is more shop frontage than there is in the MetroCentre.

"One of the problems is that people don't really value their town. We need to make coming to Bishop Auckland a habit."

Traders agreed to support the strategy and some said that business had already improved over the summer months.

They agreed to press Wear Valley District Council to change proposed short-term car parking charges to get shoppers to stay in the town.

Vet Paul Wilson said the proposed car parking charges of 30p for the first hour, 80p for up to two hours and £1.60p for the maximum stay of three hours would not encourage people to stay.

He said: "They would make one call and leave. It would not encourage trade."

The traders are suggesting an alternative of 50p for two hours and then 50p for every extra hour.