Company to market Cardiff to the world.

The new company set up to sell the Welsh capital to the world was today named as Cardiff and Co.

Businesses worldwide, as well as leisure trippers, will be targeted as the new operation aims to bring in investment and income and hopes to persuade blue chip companies to set up European HQs in Cardiff.

Chairman Bill Savage said: "Cardiff and Co will bring together the best of Cardiff's business, activities and agencies to enable the capital to really punch its weight promotionally.

"The company name is a clear statement of how we want to work, with partners in all parts of business and commerce.

"The work we undertake - the vast majority of which will be outside Cardiff - will cover business and leisure tourism as well as promoting and marketing the city to inward investors."

Mr Savage said the company would spend the next few months putting together a logo and branding.

"Among areas we will be particularly targeting is London, other European capitals as well as the Far and Middle East and parts of North America," he added.

The company also aims to cash in on the Ashes Test series in 2009 and Ryder Cup the following year.

Cardiff council and the harbour authority is forking out pounds 500,000 funding a year for three years with the private sector asked to match taxpayers' contributions.