A CAMPAIGN has begun in Longridge to shake off those last remaining mill-town images.

The Longridge Partnership Action Group has been channelling its vision into promoting the town as the Gateway to the Ribble Valley.

A new road sign has been erected along the Preston -- Longridge road with money provided through the borough council's conservation and enhancement budget.

The group, comprising town residents, has devised a series of walks in and around the town for visitors to enjoy.

Walks range from two to 12 miles and take in the nearby villages of Chipping and Ribchester.

"We have around eight or nine walks in mind which will appeal to any type of walker and which take in some of the most breathtaking views of the fells," said action group member John Earnshaw.

"Our aim is to shake off the old mill image and promote Longridge as a small country town with plenty of things to see and eating places to encourage visitors to stay for a while." Though the project is still at the drawing board stage, it has received the backing of Ribble Valley Council which has pledged £2,500 towards the publication costs of a promotional booklet or leaflet. Match funding for the scheme is hoped to be made available from the Countryside Agency.

Councillors felt the scheme would enhance the development of high quality tourist promotion in the West Bowland part of the district and would contribute to both environmental and economic benefits throughout the borough.

The project is similar to the Dunsop Bridge "Journey Through the Centre of the Kingdom' promotion, adding diversity to the local tourism product and enabling environmentally friendly access to the countryside.

It is hoped that once funding for the promotional leaflets is through, work can advance rapidly in time to have the walks ready for the summer once approval for their suitability has been received from the borough council.

Even though the town wants to promote itself as a pleasant one to visit or stay, it is still proud of its industrial past and plans are afoot by the Heritage Group to produce a heritage trail in the near future to highlight the history of its development.

The partnership also hopes to set up a heritage centre in the town.