SOUTHAMPTON’S heritage includes the Spitfire, the Titanic, and links to the invention of the World Wide Web.

We also have a Premier League football team, a historical landmark in the form of the 800-year-old Bargate monument, and the nearby New Forest.

This year has seen the opening of the Cultural Quarter and Studio 144, the Mayflower Theatre welcomes internationally-renowned stage productions, and the Rolling Stones played to 30,000 fans at St Mary’s Stadium last month.

Now bosses have launched a campaign to promote the city’s image.

The council is teaming up with business leaders to pay a Manchester-based PR company £30,000 to come up with a new “story” for Southampton.

Not everyone agrees, however, and one Conservative councillor told the Daily Echo that the city’s cleanliness and infrastructure should come first.

Culture chiefs have enlisted Brand Vista to research Southampton’s unique selling points and James Gough, pictured left, director of Southampton Cultural Development Trust, says it’s time for a new look.

Southampton City Council has set aside £150,000 for promoting the city and is paying half of the £30,000 Brand Vista bill with ABP, the city’s two universities, Southampton BID, Hampshire Chamber of Commerce and the Cultural Development Trust sharing the rest of the cost.

Brand Vista says it “breaks away from the norm” and has worked with clients including Asda, the Harry Potter franchise, Vision Express, David Lloyd health clubs, and the London Eye.

Cllr Dan Fitzhenry, leader of Southampton’s Conservative opposition, pictured above right, said: “We want to make sure we are getting maximum value for money especially at a time when the Labour council isn’t maintaining basic standards for our roads, public places and the city as a whole. We can’t tell the world how great we are as a city if people can’t get around and the city looks a mess.”

Ben Curd from Southampton’s Liberal Democrats added: “The council has a duty to ensure that every penny is spent wisely. We must make sure that this isn’t a vanity project.”

But James Gough said Brand Vista’s research will go further than the 2008 project, and added: “What went before was a branding exercise. This is about creating a place narrative.”

Cabinet member for culture Cllr Satvir Kaur said: “Sotonians can be self-deprecating about the city they live in. We want Southampton to look and feel like a European city. Everyone has a part to play.”