Newspaper article Evening Gazette (Middlesbrough, England)

Passionate about Business

Newspaper article Evening Gazette (Middlesbrough, England)

Passionate about Business

Article excerpt

THE Passionate People Passionate places campaign has made giant strides in raising the profile of North East England over the past three years

When the original research which identified the need to promote the region was carried out in 2004, it found only three out of four people in the UK knew a lot about the North East England and understood what we had to offer.

As a result the Regional Image Campaign was created to improve regional, national and international understanding of all that North East England has to offer.

Evidence shows that, across the country, people who have seen the advertising have a better image of North East England and in London alone the number of people who say they have seen it over the past year has more than doubled.

2008 will see the campaign led by Regional Development Agency, One North East take another step forward.

The launch of the new TV campaign at the start of January (available to view online at will help to further cement the region's growing reputation as a tourist destination.

And there are clear signs that the message is getting through, North East England was named as one of the world's must see destinations for 2008 by the Lonely Planet's Bluelist while Durham was recently named the best city in the UK by Conde Naste Traveller. And there's a major economic benefit resulting from the increased visitors to the region with tourism now worth pounds 3.5bn to the region, employing 55,000 people.

But the Passionate People. Passionate Places campaign has always been about promoting the region as more than just a holiday destination.

Alongside the goal of attracting more leisure visitors, the Regional Image Campaign aims to attract inward investment and bring more talented people into the region.

Adverts featuring high profile figures from North-east business and industry such as Dr Sharon Stephen, programme manager at Avecia Biotechnology, Billingham have helped raise awareness of the region's business offer. …

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