OLDBURY comedian Darren Harriott has become the voice behind a campaign to help promote the West Midlands as a major tourist attraction.

The stand up comic fronts a digital presentation which takes prospective visitors on a wonderous tour of the region.

It's all part of a campaign which the creators hope will cash in on the forthcoming Commonwealth Games and help attract more visitors to the West Midlands.

Many believe that the games will provide positive perceptions of the region and in turn help drive long term economic benefits and foster civic pride.

Major attractions which are featured in the digital trip include the Balti Triangle, historic Warwick Castle, The Bear Grylls Adventure, the world renown Royal Shakespeare Company, Selfridges store in the bullring and the City's iconic Centenary Square.

The objective is to alter people's perception of the region and encourage visitors to try city and short term breaks.

Becky Frall, who is Head of Tourism at West Midlands Growth Company said: "This campaign shows the kind of creative thinking and innovative approach that this region does so well.

"We're really excited by how this campaign will make people feel.

"We want to invite more people to experience the many worlds of the West Midlands for themselves"

The campaign is set to be rolled out across cinema , social media plus home and digital advertising .

It also provides a shopwindow for Darren Harriott's rising status.

Having been nominated for both best newcomer and then best show award at the Edinburgh Fringe Festival, Darren has now become a regular on Love Island Aftersun together with panel shows such as 8 out of 10 Cats to Mock the Week.

He also prides himself on being an active member of the Campaign Against Living Miserably.