Tuesday, January 16, 2007

Derby sets up London embassy

The east Midlands city of Derby is hoping to reap the diplomatic benefits of setting up its own embassy in London.

The city wants to promote its businesses and attract investors in the capital with the aim of bringing in up to £1bn over 10 years.

Foreign secretary and Derby South MP Margaret Beckett hosted the opening of the embassy, in the House of Commons, last night.

The embassy was the idea of John Forkin, director of Marketing Derby.

"I was walking around Trafalgar Square about a year ago and I saw a place called The Texas Embassy. I thought 'what on earth has Texas got an embassy in London for?," he said.

"Derby doesn't have the resources when it needs to promote itself to investors in London - we can't afford to put adverts on the Tube or on taxis.

"So we've got to be innovative in what we do. The idea of the embassy came from that."

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