EAST Lancashire could be re-named 'Pennine Lancashire' under plans to help the area escape the past and regenerate itself.

The change was recommended in a report commissioned by five local councils and housing renewal company Elevate, which is leading the rejuvenation of the area's rundown housing.

It concluded that the term 'East Lancashire' doesn't mean anything to people, and "anything with a compass direction in the title is just a bureaucratic concept."

Regeneration experts have pointed to other areas of the country, such as Milton Keynes, which adopted the title MK.

The five councils -- Blackburn with Darwen, Hyndburn, Burnley, Pendle and Rossendale -- and Elevate will commission a feasibility study into the idea.

The report was compiled by a firm run by Manchester regeneration expert, TV personality and former pop industry bigwig Tony H Wilson and his partner Yvette Livesey, from Accrington.

Ideas include:

l A Fashion Tower -- an international attraction to remember the area's textile past

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l A football-based tourist attraction such as a theme park,

l A 'Pennine Playground' theme to promote tourist attractions and extreme sports such as dry-slope ski-ing and rock climbing,

l New public spaces in town centres

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l Redevelopment of buildings along the canal

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l Turning events such as the Burnley Blues Festival and Accrington Food Festival into international events

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Mr Wilson said: "The name would give the disparate elements of East Lancashire a flag to march behind. It would be a symbol for building successful regeneration.

"It would give East Lancashire a brand. Preliminary discussion with brand experts has met with approval, they think the word Pennine has 'upmarket connotations'."

Max Steinberg, chief executive of Elevate, said: "Image is a crucial factor in the regeneration.

"We want to build confidence and foster a strong sense of place."

He added a second report with firm plans would be commissioned by September, with work beginning in 2006/07.

Miss Livesey said: "The report isn't us coming in and saying 'you must do this.' They are ideas to be built on which we think will help the area."

East Lancashire Partnership and Chamber of Commerce are among the organisations backing the idea.