A BRAND-new initiative set up to boost the image of the sleepy Cotswolds has travelled as far as 10 Downing Street.

Rock the Cotswolds was set up by Neon Play chief executive Oli Christie in a bid to show the rest of the country how cool and creative the district is.

The initiative received the backing of prime minister David Cameron and Oli and his team went to London to visit him and tell him more about the “cool” Cotswolds.

"It seemed rude not to leave one of our Rock the Cotswolds neon wristbands on the door knocker," said Oli. "Our message is getting out to the urbanites."

Rock the Cotswolds was launched at the start of June with a prestigious party to celebrate the first 75 "rockers".

More than 300 businesses and individuals were nominated by people all across the country to become rockers. The final 75 included Cirencester bookshop Octavia's, waffle house He Says She Waffles and even celebrity model Kate Moss.

Oli urges anyone who has any ideas about how to spread the Rock the Cotswold name further afield to get in touch by emailing hello@rockthecotswolds.com