Poets from across the land are being invited to put pen to paper in a bid to transform the image of Luton.
Luton Airport joins a consortium inviting poets to write about Luton
The town, named as Britain's worst in a 2004 online poll, will publish the successful entries in a paperback to be called, Love Luton.
Luton First, a consortium including the borough council and the university, is behind the competition.
"This is an open invitation to poets of all ages, from all over the country," said chairwoman Patricia Murchie.
The University of Bedfordshire will oversee the selection process and the best poems will be published in the compendium.
Luton was the childhood home of contemporary poet John Hegley who is backing the project.
"I have had many formative experiences in Luton and a budding poet will find inspiration there.
"It is all in the looking and I have found it conducive to contemplation," he said.