Birmingham's ground-breaking London office will open on April 4 in Piccadilly.

The venue, to be called Birmingham W1, should give city leaders and firms a higher profile and a full-time presence on the doorstep of the nation's decision makers.

The initiative, the brainchild of Birmingham City Council leader Mike Whitby, is costing £225,000 a year to staff and run and will be jointly financed by the NEC Group and Marketing Birmingham.

Coun Whitby (Con Har-borne) said the office would be used as a policy base to lobby for a series of major projects, such as the redevelopment of New Street Station.

It would also be an ideal location from which to bid for major events and conferences and to hold briefings for national and international media and business representatives.

Coun Whitby said: "Bir-mingham has a great international reputation. We are known for success and energy and it is vitally important that people in the corridors of power understand the growing influence of this city."

The council leader said he wanted to put paid to Birmingham's relatively low profile in London and the best way to do that was to open an office where the Birmingham brand could be put across more effectively.

The office is also likely to be used by major companies seeking to improve business contacts in London.

Three full time staff will run the office - a manager from Marketing Birmingham, a sales executive from the NEC and a policy executive from the council.

Neil Rami, Marketing Birmingham chief executive, said the new base presented a serious opportunity to engage the national media.

He added: "We want Birmingham to be part of the national news agenda and we also want to present to the heart of Government the key development opportunities here."