Advertising, Marketing & PR

‘Passionate People, Passionate Places’ Regional Image Campaign

One NorthEast, our regional development agency (RDA), launched the ‘Passionate People, Passionate Places’ campaign in response to research undertaken in 2004 that showed that the rest of the country had a very low awareness of what North East England has to offer.

The campaign – now in its fourth year – has been incredibly successful. It has used images, film, posters, brochures, vehicle livery and other kinds of branding to spread the word that North East England is a fantastic place to live, work, study, visit and invest.

Giving the region a national profile

Even before visitors arrive, through high-profile national TV, underground, newspaper and poster advertising, they learn to see our region as an area with passionate people and passionate places, an area where innovation, quality of life and regional pride are at the top of every agenda.

The brand – characterised by highly distinctive purple straplines, unique fonts and fantastic imagery – is very visible and memorable.  Not only is it used in general advertising and at all points of entry – like airports, train stations and bus stations – but, key to its success, is the take-up of the branding by ordinary businesses. 

The beauty of the brand is that the 'Passionate about' straplines can be made up to suit any business or sector.  There are already hundreds of examples: 'Passionate about education', 'Passionate about technology', 'Passionate about tourism', 'Passionate about food'.  Businesses can download any of the existing straplines - there are hundreds - and even request one to be made up that exactly suits your business purposes.

How your business can take part and benefit

There are two-way benefits to participating in the campaign:

• you receive access to high quality branding, promotional materials and regional intelligence to help you produce more professional advertisements, literature, websites, powerpoint presentations and recruitment materials
• you become an 'ambassador' for the region - helping to spread the message to visitors and residents alike that North East England is a great place to live, work and play

To find out more and access a wide range of downloadable tools and information, visit the dedicated website: www.northeastambassadors.co.uk