TV newsreader Lucy Owen has helped launch an initiative to promote Caerphilly town centre.

While famous for its medieval castle and its cheese, the council wants to highlight other virtues of interest to shoppers, tourists and investors.

A new brand has been developed for the town centre called 'Relaxing Retail Therapy' which aims to generate interest among independent and national retailers, investors and developers.

In fact, Caerphilly wants to be seen as the "jewel in the crown" of the Valleys.

Lucy Owen said: "I've had the pleasure of presenting the Caerphilly Business Awards for a number of years and I'm always keen to tell people about Caerphilly's great potential.

"The combination of the castle and the surrounding countryside sets Caerphilly apart.

"There is a feeling of being part of the great outdoors without ever being more than a few steps from a shop window.

"Today's shopper is looking for something different to the cloned high street. Caerphilly offers a refreshing and unique shopping experience."

Council leader Harry Andrews said: "The launch of this new brand is the culmination of ten years' work by the local authority in partnership with the public and private sector.

"Caerphilly town centre is a great place to visit and presents a genuine opportunity for long-term investment."

Banners featuring the new branding and artwork are now on display throughout the town centre to reinforce the launch.