A CAMPAIGN has been launched on Tuesday to protect Hereford's historic city shopping area.

With the £900 million Edgar Street Grid (ESG) development planned, Hereford City Partnership (HCP) is leading a campaign to secure the long-term economic viability of Hereford's existing city centre.

Concerned about the effects of the development, which will see the creation of a new £210 million retail quarter, Councillor Mark Hubbard said the organisation was looking to get businesses and property owners together, street-bystreet, to form action groups to ensure the survival of the "old town".

Coun Hubbard said that, with the arrival of the ESG, the choice was between having a "successful old town or a failing ghost town".

The campaign involves the formation of groups to rebrand the current city centre and develop plans to make it an essential shopping destination.

"I think this is a massive opportunity to rebrand our old town centre before the new retail quarter opens.

"By forming these groups, I am trying to get our traders to act autonomously to get a plan for on-the-ground action."

An open meeting is being held at Hereford Town Hall in St Owen Street at 6pm on Tuesday, April 1.

Anyone who would like to attend can call Cynthia Spaull on 01432 383610.