A MAJOR £1m marketing campaign to reverse decades of negative perceptions of the West Midlands is to use scientific breakthroughs from Worcestershire to showcase the region's innovative flair.

At the Heart of It All, devised by regional development agency Advantage West Midlands', which include a major national advertising drive, highlighting Worcestershire and the West Midlands' strengths as an entrepreneurial, innovative and creative region.

The adverts, showcasing some of the inventions from the region, will start to appear later this month.

Among creations being boasted about by Advantage West Midlands are the thermal imaging camera and LCD screens, both of which were invented by QinetiQ in Malvern.

Ultimately, the aim of the campaign is to change views of the region to both natives and outsiders and make it a more attractive proposition for business investors.

A four-part TV series highlighting the talent and genius the area has produced will also be part of the initiative. This will appear on Carlton in November.

"People who live and work around these parts can see with their own eyes the fantastic change that has taken place over the past 20 years," said Advantage West Midlands chairman Nick Paul.

"Sadly, our research shows that while people in this area are generally a positive lot, the rest of the country is still carrying views that are well past their sell-by date.

"Of course, the West Midlands has a history and heritage as the birthplace of the Industrial Revolution and a place that changed the world.

"This is something we're rightly proud of and don't want to turn our backs on.

"But it is also vital we talk up the modern, cutting edge companies, the creative flair and enterprising culture that exists in this region.

"Malvern's QinetiQ is just an example of that."