A major campaign putting new heart into Keighley has pumped into action.

The massive “Love Keighley” re-branding venture was launched in style on Saturday — Valentine’s Day.

Organisers hope the initiative, which has already attracted widespread support, will bolster people’s pride in the town and attract new visitors.

As one onlooker declared at Saturday’s event: “It’s great to have something very positive happening in these difficult times”.

The launch ceremony, on Church Green, was preceded with a welcome holler from town crier Michael Walton.

He introduced the town mayor, Councillor Amjad Zaman, who unveiled a banner and — after a countdown — released balloons.

Cllr Zaman told the crowd: “I love Keighley! It’s my town and it’s your town. It has beautiful shops — independent shops — use them because, if you do not, you will lose them.”

A marquee welcomed visitors to a Yorkshire tea party, where there was a popular “Love Chair” for those wanting to declare their romantic feelings to their other halves.

Donations given for refreshments went to Manorlands, the Oxenhope Sue Ryder Care hospice.

“Love Keighley” memorabilia — including bags, T-shirts and key rings — was given away.

There was musical entertainment from the Peace Artistes Street Band. And also present, mingling with the crowds, were Keighley mascot Cliff the Castle and the Worth Valley Young Farmers Club’s red heart mascot.

The “Love Keighley” campaign is being led by Keighley Town Centre Association (TCA), with support from Keighley Town Council and Bradford Council and the full backing of the Keighley News.

As part of the venture, a new website – lovekeighley.com — is providing a wealth of information about what the town offers and details of events planned for Church Green and across the area.

Town-centre manager Philip Smith said: “Keighley has so much to offer both to visitors to the town and residents.

“In recent years it has suffered from a negative image but after speaking to people who work and live in the area it has become evident that they love Keighley, its history and everything it has to offer. Therefore we want to shout about it to others and ask them to come and visit the town and ‘Love Keighley’ too!”

Susan Mendoza, manager at the Airedale Shopping Centre and vice-chairman of Keighley TCA, said: “It’s great that Keighley has got its own identity now. All the local businesses are behind this new campaign and feel that it will really help promote the town.”