The first initiative uses key business executives to act as ambassadors for the town. The second is aimed at demonstrating the strengths of Croydon on the world-wide web.

The ambassador scheme involves senior business people promoting the borough.

Ambassadors will not only talk about Croydon, but also distribute a new pocket-sized booklet outlining the borough's strengths.

Jan Grasty, CMD's chief executive, is positive about the new initiative. "Mobilising the voices of those who live, work and prosper in the borough will be a highly effective way of overcoming the outdated, negative perceptions that Croydon suffers from," she said.

"Croydon is one of the largest commercial centres in the UK, and its first-class transport connections to London and the continent make it an ideal business location worth shouting about."

In conjunction with the Ambassador Scheme, CMD is launching a new business to business website - www.investincroydon.com