Announcing plans to stand as MP for Luton South, Esther Rantzen said she wanted to change the town from a "place that people describe rather rudely".
"I want people to come here for fun, for recreation, for shopping. That would create optimism and jobs," said the former That's Life presenter.
The 69-year-old cut the ribbon at her new office in Luton's Arndale Centre under a sign bearing her slogan: "Together we can make a difference."
In her career Esther has enjoyed many incarnations, most recently catching the public's imagination by facing challenges in the jungle on I'm A Celebrity… Get Me Out Of Here.
The TV favourite is banking on this breadth of experience when she stands against Labour MP Margaret Moran at the next general election, which she sees as a "real opportunity for independent candidates".
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