PLANS to use real people and businesses to promote Swindon were served up at Switch On To Swindon’s first ambassadors’ breakfast yesterday.

The campaign to attract investment and new firms into the town invited businesses to hear about a marketing initiative to use their stories as encouragement.

It is backed by Swindon Borough Council whose head of place marketing Gavin Calthrop said: “It went really well. We had over 200 turn out, which is great. They were queuing to get in.”

The chairman of private sector body Placeboard, Jenny Groves, set the scene and estate agent Richard James told how he used real people in his advertising campaigns to good effect.

Gavin said the aim was to use businesses that were already operating in the town to attract others.

“We want the businesses and people who are here, they are the best advocates,” he said.

Switch On To Swindon started with the idea of promoting the town as a good place to work and live. It was also intended to combat the negative impressions attracted over the years. Businesses are being encouraged to sign up to the ambassadors scheme and tell their stories at