BBC anchorman Huw Edwards has put his hand up for The Works at this week's Urdd Eisteddfod in Carmarthen.
Mr Edwards, who has signed up as the figurehead for the project, was at Carmarthenshire County Council's marquee to help promote the scheme for a £25million cultural village.
Hundreds of Eisteddfod-goers waved hand clappers showing their support for the development which aims to enrich the lives of thousands of people living in the South West Wales area helping them to learn more about, participate in, and have fun in arts and cultural activities.
Sited at Llanelli's Old Castle Works, the plans include an iconic design of a giant floating roof and series of linked buildings.
Mr Edwards said: "The Works is an iconic and innovative project which will benefit a huge number of people in South West Wales."
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