The Invest in Nottingham campaign has recruited Robin Hood to attract millions of visitors – and lots of money – to the city. Political editor Charles Walker reports.

INVESTMENT decisions are made on far more than the availability of a building and a willing workforce.

Culture also plays a massive part.

So, when Notts business leaders and council officers from the city's inward investment team attend the world's biggest property fair, in Cannes, France, tomorrow, they will be selling more than bricks and mortar.

They will place Robin Hood at the heart of the Nottingham offer, and the legend's influence will be enhanced by Ridley Scott's blockbuster movie which opens in May.

"Never underestimate how important Robin Hood is," said Coun Graham Chapman, deputy leader of the city council, and responsible for economic development.

"If investors are considering a number of cities, we have a hook to hang our offer on, especially with the film – it makes an enormous difference."

The Invest in Nottingham campaign aims to encourage developers and companies to set up here.

Nottingham's delegation to the property fair, known as Marche International des Professionals de l'Immobilier has special permission from Universal Studios to premiere a trailer for Robin Hood the movie.

"Robin Hood is a hero everywhere," said Coun Chapman.

The film, which stars Russell Crowe and Cate Blanchett, promises to put Nottingham in the spotlight.

The extra tourism alone is expected to boost the local economy by £46m, assuming it boosts visitors by 10%.

Visit Britain, the national tourism agency, will place Robin Hood at the centre of all their marketing activity for the next six months.

Alison McKay, of Visit Britain, said: "We know 40% of people interested in visiting Britain want to visit locations they have seen in films. With Robin Hood we did research and found Nottingham is the associated site, so we anticipate lots of interest."

Concerns have been raised over whether the city and county has enough Robin Hood attractions to satisfy the interest of the four million visitors expected thanks to the film.

A programme of events is now in place for May and there are plans for more Robin Hood attractions in the medium to long term.

Notts has also secured an exclusive exhibition of props from the Robin Hood movie, which will be on show at Nottingham Castle and Sherwood Forest from Tuesday, March 23 until the end of October.

Jennifer Spencer, chief executive of Experience Nottinghamshire, is confident visitors will be impressed. "Sometimes what we see on an everyday basis we take for granted," she said. "But when you see it through the eyes of an international visitor – we have a lot to be proud of."

Film crews and journalists from all over the world are now descending on Notts in advance of the film, and Ms Spencer said they like what they see.

She said: "The film will help with the reputation and profile of Nottinghamshire."

Last year, Nottingham City Council set up the Sheriff's Commission to consider how the legend of Robin Hood could be better exploited for the benefit of Notts.