Regional branding’s back from the brink

Passionate people, passionare place ads featuring durham Uni rowing club.
Passionate people, passionare place ads featuring durham Uni rowing club.
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THE North East’s award-winning regional advertising brand has been saved.

Passionate People, Passionate Places was the theme of an eye-catching series of TV and print ads featuring personalities and locations from across the region.

The campaign included Nissan boss Trevor Mann and Seaham Hall developer Tom Maxfield, and was created by regional development agency One North East.

The ad fell victim to the Government’s decision to wind up One North East but is now set for a comeback.

The Northern Tourism Alliance, which includes the NewcastleGateshead Initiative (NGI), Visit County Durham, Northumberland Tourism, Hadrian’s Wall Heritage Ltd and the North East Hotels Association, has snapped up the rights to the brand for £2,500 – including the Passionate People, Passionate Places logo.

The Northern Tourism Alliance was established last year in a bid to maintain regional co-ordination and develop new ways of working with local, national and private sector partners in order to continue the successful growth of the visitor economy.

NGI chief executive Sarah Stewart said: “Since the loss of regional tourism structures and funding through One North East, we have been working closely with colleagues across the region to collaborate and co-ordinate when and where it makes most sense.

“As the Northern Tourism Alliance, we made the combined decision to purchase the Passionate People, Passionate Places assets.

“Following One North East’s closure, none of our organisations have the regionwide remit, or significant tourism marketing budgets of One North East, but we will work together to ensure the brand can be developed in future if and when resources allow.

“In the meantime, we’re pleased that it has been retained on behalf of the tourism sector in North East England.”

Events such as the Stadium of Light concerts help attract 8.6million overnight visitors a year to the region, while a further 73million visit for the day, pumping £3.9billion into the regional economy.

More than 10,000 businesses are supported by the visitor economy in the North East, directly supporting more then 50,000 jobs.

Geoff Hodgson, chairman of the Northern Tourism Alliance, said: “We all have a vested interest in assets such as the Passionate People brand. Our combined purchase demonstrates a joined-up approach and a willingness to genuinely work in partnership in the best interests of the tourism sector.”

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