Businesses in one of Bath's busiest streets have launched a drive to clean up its image.

Shopkeepers at Westgate Street are teaming up with Bath and North East Somerset Council and public/private company Future Bath Plus to boost the area's fortunes.

The council has stepped up its cleaning efforts on the street by washing down shopfronts and building facades, tidying up service cables and cleaning upper floor windows.

The local authority - which owns many of the shops in the street - has also pledged to improve parking enforcement and bulky waste collectionand carry out more road and kerbside repairs.

Two street champions have been appointed to encourage fellow traders to take more pride in their street and strengthen community spirit.

Hair salon manager Sam Rowlands and clothing retailer Paul Shayegan have helped set up what is hoped will be a monthly meeting of businesses owners, and a workshop organised by Marks and Spencer on shop window displays in live entertainment venue Komedia.

The Bath Chronicle will also be displaying a pictorial history of Westgate Street at its former shop.

The Big Issue, which has an office at Bridewell Lane off Westgate Street, has struck a deal with its vendors to paint the outside of its office in exchange for a number of free magazines.

The organisation is also looking into installing a securing gate at the rear of its building to discourage groups of drinkers from congregating there.

Mr Shayegan said: "Since I moved here a year ago I have been trying to clean up this street.

"There are a lot less street drinkers now and the police have helped a lot with that.

"The street is really moving forward.

"Its one of the busiest streets in Bath and always full of people.

"We want to try to make people feel comfortable walking down here like any other part of the city.

"The next task is to educate people in our street not to throw rubbish, cigarette ends or chewing gum on the floor.

"Westgate Street has been neglected for a long time and now it needs love and attention and we are going to try and give it to it."

Specsavers retail director Phil Lodge said his store, which has been trading at Westgate Street for more than a decade, was delighted to be a part of the campaign.

He said: "It is such a busy street because and can be one of the first streets that the tourists see as they come off the buses so its important to keep it clean and tidy.

"We will be paying particular attention to our shopfront and making sure our windows are always spotlessly clean."

Specsavers is also planning on working with the council to give all cleaning workers free sight tests and sunglasses during the summer to encourage a sense of partnership.

Developer Sarah Mansfield chairs the Future Bath Plus's City Centre Management Group which is managing the project and said the work being carried out in Westgate Street would harness a sense of pride and community.

She said: "This initiative demonstrates what Future Bath Plus is all about; bringing about immediate change through effective partnership working."