A marketing company has been commissioned to handle a £1.15 million campaign selling Bradford to the world.

Leeds-based Brahm has been picked from 60 companies that expressed an interest in the contract. A shortlist of six was selected - four from Yorkshire, one from Lancashire and one based in London.

The major two-year campaign will be launched in the new year mainly targeting Britain and overseas businesses. It will include those already based in Bradford as well as property developers, retailers and other potential investors.

But other target markets will include local residents, Bradford's student population and visitors to the region.

Brahm has been commissioned by Bradford Centre Regeneration - the urban regeneration company spearheading the renaissance of the city centre. It was set up in 2003 by Bradford Council and Government regeneration agency Yorkshire Forward. BCR chairman Michael Ziff said: "This is a very important initiative for Bradford as we need to change people's perceptions of the city in order to attract the levels of investment which are necessary for the radical transformation envisaged in the masterplan.

"Although the campaign will focus on the city centre it will benefit the whole district."

He said Brahm had submitted a very soundly based strategy which built on the city's brand and was capable of being used in Bradford and beyond.

Chairman of Bradford Vision's Economic Development Partnership Chris Schofield said: "By focusing on the developers and potential investors, we believe that this campaign will help to change perceptions of the city among key audiences."

Chairman of Yorkshire Forward Terry Hodgkinson said: "This campaign is a vital step towards putting the pride and passion back into Bradford. The radical redevelopment of the city centre will create a new city for the 21st century and the marketing activity will take that vision to key decision makers and investors."

The appointment of the agency to handle the campaign was also welcomed by Bradford Council leader Councillor Margaret Eaton. She said: "I am delighted that everyone is working together so positively for the benefit of Bradford."

The masterplan drawn up for BCR by international architect Will Alsop contains shopping, business, housing, a bridge of learning and major water features including a lake next to City Hall.