HALTON Council has hired a marketing agency to push the case for a second Mersey crossing.

Specialists DTW will promote the £200m project to the right people at the right moments.

Council leader, Tony McDermott, said: "They will be able to give us a lot of help and advice on how to influence the key decision makers.

"And to back this up, it's important that we generate as much support locally as possible."

The Department of Transport will announce by Christmas whether or not the plan is given the green light.

"They will be balancing the need for the bridge against other demands on the treasury's funds," said Cllr McDermott.

"I know of at least three other bridges proposed over the Thames - but we are anticipating a good result."

Cllr McDermott has been 'delighted' with the bridge campaign's progress so far, and he urged people to 'keep the momentum up'.

The council's next big push is to get local companies involved. Haulage firm O'Connors have already put the second crossing logo on around 70 of their vehicles.

Cllr McDermott also stressed the importance of the new crossing to the whole region.

"People in other parts of the north west could think the bridge is a threat to their treasury' bids but the bridge is a win-win for everybody at the moment," he said.

"If there isn't a bridge in 10 years time, what's the traffic situation going to be like?"