North Wiltshire Festival 2004 has been launched with a fanfare and promises a high-profile extravaganza to showcase the many talents of the area.

Talent will be the theme of North Wiltshire's bi-annual festival, which will take place on July 16, 17 and 18.

But new festival project leader Steve Cox wants events to promote business, community and entertainmentthroughout the year, not just the three days of the festival.

"The theme for the festival is talent," said Mr Cox, who is employed by North Wiltshire District Council, at the launch at Hartham Park on Monday.

"I believe North Wiltshire Festival 2004 represents a great opportunity to highlight and showcase the great depth of talent to be found in this area."

The festival has adopted a new logo and a theme song has been written for the event, called Make Every Second Count.

Peter Gabriel's tour manager David Taraskevics, currently in South Africa helping run an AIDS benefit gig for Nelson Mandela, will be part of the management for the new-look festival.

"It's great he has agreed to be part of this team," said Mr Cox.

Main sponsors for the event signed up so far are Wavin Plastic, Hygrade, Woods Design and Print, Prudential and HSBC.

Attractions for the festival weekend include singers, dancers and comedians, a dance tent with local DJs, boat trips and a dry ski slope.

A Clothes Show special and a theatrical extravaganza featuring local drama groups will also be on the programme.

North Wiltshire Festival will kick off much earlier in the year, however.

The Talentspot tour will begin to search the six towns for budding stars in a series of venues, starting in the Neeld Hall in Chippenham on February 7 and 8, 9am to 6pm.

Mike O'Brien, author of the festival song, and David Oliver, of Talentspot, want to find new talent in the district.

The team is appealing for people who can sing, dance, paint or crack jokes to come along to one of the six venues.

The best of the talent will be showcased at the festival on the main stage and at a number of venues across the festival site.

The importance of the district's six towns will be highlighted throughout the festival.

Mr Cox said previous events had been regarded as Chippenham-orientated and he wanted to make sure Calne, Corsham, Malmesbury, Wootton Bassett and Cricklade had an equal chance to promote their strengths.

To this end a special Six Towns Marquee will be set up at the festival and Mr Cox has been visiting the towns in an effort to create support.

Community development officer Mark Wilkins, from Calne Town Council, said he wanted to promote Calne's uniqueness and he had a lot of ideas regarding Calne's contribution which would include a display of lanterns made by the local community.

Michael Williams, chief executive officer for the Wessex Chambers of Commerce, felt the events of the last festival could be improved and wanted to raise the profile and recognition of talent within the business community.

Events on the cards include a seminar on family-run business and a festival breakfast for local business with a keynote speaker.

Sporting group the Chippenham Harriers is already on board with plans to enrol hundreds of youngsters in a Fun Run.

Anne Slater told the launch they want youngsters to get involved in a one-and-a-half mile race for primary and secondary school age children on Saturday, July 17.

Entertainment will lead the three-day event to draw people in. Mr Cox has a headline act in mind, but he said he could not confirm a name yet.

Festival lead member Coun Ross Henning said after the launch he had big ambitions for the festival.

"I would like to see it become something that goes on 365 days a year, with the focus on showcasing North Wiltshire," he said.