The biggest names in the West Midlands business, cultural and political world have joined forces to boost the region across the world.
Sir Digby Jones, the director general of the CBI, will lead a 27-strong task force of Brummie ambassadors charged with generating economic growth and banging the drum for the city.
The idea is the brainchild of Advantage West Midlands, which is behind a £1 million marketing campaign to reverse the low profile of Birmingham.
The ambassadors' group includes many of the wealthiest and most successful entrepreneurs in the Midlands.
Among the membership are high-tech millionaire Sir Peter Rigby, Lord Kumar Battacharya of the Warwick Manufacturing Group, Pertemps chairman Tim Watts, former Ford boss Sir Nick Scheele, Islamic bank chief executive Michael Hanlon, Coutts Bank Midland chairman Paul Bassi, mobile phone tycoon John Caudwell, Aston Villa chairman Doug Ellis, and Birmingham City chief executive Karren Brady.
The cultural dimension is represented by David Bintley, head of the Birmingham Royal Ballet, and Stephen Maddock, chief executive of the CBSO.
The political world is represented by Baroness Amos, the leader of the House of Lords; Baroness Crawley, chairman of the Women's National Commission and Lord Turner, former leader of the West Midlands Parliamentary Labour Party.
AWM director of marketing and communications, Sara Moseley, insisted the group would not become an unproductive talking shop.
Membership selection had been driven by Sir Digby with the intention of bringing together high-flyers who could use their contacts and expertise to boost the economy of the West Midlands, she said.
Sir Digby, who will chair the first meeting of the ambassadors on September 30, said: "Over the years we have been very good at promoting the region within the region, which can sometimes be preaching to the converted. However we need to be equally good in London, in Brussels, in America, in Australia.
"The aim of the ambassadors is to spread the word about the region's achievements throughout the United Kingdom and throughout the world wherever we go."
Ms Moseley added: "It has become apparent that we need a group of individuals who have a national and international profile and who can really influence decision making and raise the profile and reputation of the West Midlands in a targeted way."
She said the group would be expected to deliver on a series of targets and outcomes. Initial priorities are likely to include improving the transportation infrastructure and securing training camps for the 2012 Olympic Games.
Ms Moseley added: "This is not about having a beauty parade of the great and the good. It is about how we can influence decision making in the best interests of the West Midlands.
"These are extremely entrepreneurial, bright and driven people and this is a fantastic opportunity to secure some of the highest-level thinking."
The announcement of the new group coincides with a critical survey among Birmingham Chamber of Commerce members into the way the city is promoted.
The chamber is calling on all relevant agencies to join together to promote a single common view.
Members were concerned at the lack of high-profile business leaders under the age of 35.
It is also claimed that the lack of a single decisionmaking body is slowing progress and holding Birmingham back.