Preston steps in as Paris double

Film crews will descend on the city to shoot scenes for a Clarks Shoes television advertisement which portrays England's newest city as the French capital, Paris, home to many of fashion's most prestigious designers.

The commercial, Preston is my Paris, will show various places across the city, including the Miller Arcade, the Harris Museum and Flag Market, the covered market, Avenham Park and the row of telephone boxes in Market Street.

Fashionistas will be fooled into thinking they are watching people browsing around the cobbled streets of the French capital renowned for its style and haute couture.

It is not until the camera pans out that the true location is revealed.

Gayle Cox, tourism manager for Preston City Council, said: "I think it's a fantastic idea if someone thinks they can make Preston look like Paris which is a beautiful and remarkable city.

"It will help shed the 'it's grim up North' attitude and the idea of gritty northern cities and towns.

"Preston is rich in industrial heritage which we are very proud of but we are moving forward as a city of the new millennium."

And she is hoping the French frolics will help boom Preston's tourism industry.

"Preston needs more publicity because if we were ever in a situation where we didn't need it then we would be being complacent.

"It will really help tourism and can only be a positive thing for the city."

John Keely, spokesman for Clarks Shoes said: "We needed somewhere that could be passed off with a little bit of imagination as Paris.

"Preston was a choice because some of the shots could be used, and it fits in the slogan of Preston is my Paris.

"People often overlook the beauty of places on their doorstep and tend to remember places on holiday as being more appealing.

"Hopefully the advert will help people in Preston realise what beautiful things they have in their own city and can see that it could be feasibly portrayed as Paris."