North East England eNewsletter - July 2006
Welcome to the Summer update from the North East England Regional Image campaign. Here we bring you all the latest news on who’s supporting the campaign, events, promotions, where you can see ‘Passionate people. Passionate places’ adverts, and how you can get involved and play your part in raising the profile of our fantastic region.
Contents:
PASSIONATE APPROACH PAYS OFF FOR NORTH EAST ENGLAND »
INTERNATIONAL RECOGNITION FOR SECOND YEAR RUNNING »
PASSIONATE ABOUT BUSINESS »
PASSIONATE ABOUT CULTURE »
PASSIONATE ABOUT PHOTOGRAPHY »
PASSIONATE ABOUT GARDENS »
PASSIONATE ABOUT WALKING »
PASSIONATE ABOUT ASPIRATIONS »
COMING UP »
ARE YOU NEWSWORTHY? »
PASSION ON DISPLAY »
NEW SUPPORTERS »
A BIG THANK YOU - BBC Proms in the Park - Tees Valley »
DURHAM CRICKET CLUB BID FOR THE ASHES »
SPOTTED... »
PASSIONATE APPROACH PAYING OFF FOR NORTH EAST ENGLAND
According to new research, One NorthEast’s ‘Passionate people. Passionate places’ campaign is having the desired effect. A report on the impact of the campaign shows that amongst the target audience outside the region, exposure to the campaign doubles the proportion of people who say they know a great deal or a fair amount about North East England.
In addition, an extra 75,000 people in North East England now say they are likely to speak highly of the region without any prompting, taking the estimated figure of regional advocates to approximately 550,000.
Overall, more than two in five people (44%) within the region and one in six (16%) of the target audience outside the region say they have seen some element of the ‘Passionate people. Passionate places’ campaign.
The survey, conducted by the Wood Holmes Group, tested regional and national opinions about the Regional Image marketing campaign as well as general levels of awareness of the region. The results reveal a clear correlation between exposure to the ‘Passionate people. Passionate places’ campaign and increased awareness and improved perceptions of North East England.
Click here for the full story »
INTERNATIONAL RECOGNITION FOR SECOND YEAR RUNNING
Only six months after scooping the sought-after title of ‘World’s Best Regional Marketing Campaign’, the Regional Image campaign has been nominated for two further awards by members of the world’s travel industry.
The Experience North East England television advert, has been nominated for the title of 'World's Leading Travel Destination Television Commercial', alongside eight others promoting countries: Scotland, Qatar, Australia, India, New Zealand, Ireland, Spain and Malaysia, and one other promoting a region: Abu Dhabi.
The campaign has also been nominated for the title of 'World's Best Regional Marketing Campaign' for the second year running and will be considered alongside campaigns for India; the Canary Islands; Greater Miami, USA; Queensland, Australia; Poitou-Charentes, France; Kuala Lumpur, Malaysia; Saxony Anhalt, Germany and Vermont, USA.
The awards ceremony takes place in the Turks and Caicos islands in the Caribbean on 20 September 2006.
PASSIONATE ABOUT BUSINESS
In April the Regional Image team took to the road with the events team from the North East Chamber of Commerce. At four different venues, covering the whole of the region, the campaign was presented to almost 300 businesses. Many of the businesses were aware of the branding, through their membership of the Chamber or through seeing it in the local media, but hadn’t fully understood how they could get involved.
The audiences were given the latest details of how and where the North East England branding is being used by other businesses, organisations and networks. They were also shown what they could do to get involved and how to get their own ‘Passionate about ..’ logo created. A major part of each event was the chance to hear from individual businesses and organisations about why they are involved in the campaign. Special thanks for their words of inspiration and support need to go to Bill Croney, Kaffecinos; Caz Ulley, B daily; Gordon Hollins, Durham County Cricket Club; David Hunter, Matfen Hall Hotel Golf Spa; Charles Penn, Ross’s Pickles; Dan Hopkinson, e learning foundation; Karen Donaldson, Pearsons; Allan Henderson, Hartlepool Marina; Jeff Blood, Redcar and Cleveland Borough Council; Sophie Lee, Codeworks Connect; Russell Borthwick, Press Ahead.
The response was extremely positive and the Regional Image team is still busy following up enquiries and linking up new supporters to the campaign. If you would like to discuss how you can get involved please contact the Regional Image team.
The campaign is also working closely with the CBI and supporting its activity both within and outside the region. The recent dinner in Tees Valley was very successful (despite clashing with an England World Cup game!) and the next event is scheduled for the autumn.
PASSIONATE ABOUT CULTURE
The campaign has joined forces with The Journal’s Culture Club to raise awareness right across North East England of the region’s wealth of highly valued natural and cultural assets. Culture Club is a unique initiative designed to help members make the most of the North East's culture. Also supported by the Arts Council it covers the best of what the region has to offer.
As a member of Culture Club you can enjoy money saving offers, exclusive competitions, money can't buy opportunities and the chance to attend special events. An annual membership costs only £10 a year. To obtain further details or to join online please visit www.thejournalcultureclub.co.uk . Alternatively call 0191 201 6369 for an application form.
PASSIONATE ABOUT PHOTOGRAPHY
Graeme Peacock has selected the best shots from his extensive collection of images to produce a magnificent photographic book celebrating the region he loves. Published by Myriad and including images from Northumberland, Tyne and Wear, County Durham and the Tees Valley, the book will be available in bookstores throughout the region from July. Graeme is a supporter of the Regional Image Campaign and for the first time is publishing a collection of photography under the title 'North East England'. To contact Graeme Peacock direct please call 07713351387.
PASSIONATE ABOUT GARDENS
The passion of North East England was in full bloom at the RHS Chelsea Flower Show in May, with the North East England Passion Garden receiving a SILVER award. A new guide to the gardens of North East England including profiles and features on gardens open to visit across the region was launched at the world's greatest flower show attanded by 157,000 visitors. To receive your free copy of the guide call 0870 2255380 or visit www.visitnortheastengland.co.uk/gardens
The campaign also supported the re-launch of South Park in Darlington. The restoration of the region’s oldest public park demonstrates the passion that the people of North East England have for enjoying the wonderful open places that are abundant not only in our countryside but also in our vibrant towns and cities.
PASSIONATE ABOUT WALKING
The region’s passion for the outdoors continues with The Tesco Great North Walk on Sunday 23rd July. Up to 5,000 walkers are expected to take part in this ever-popular event, this year taking place in Darlington in the Tees Valley.
The walk will be guaranteed to take in some magnificent scenery, along the 9.5-mile route which includes the ancient drovers roads and packhorse routes and there is a wheels friendly ‘out and back’ route at the shorter distance of 3 miles for wheelchairs and families with small children and buggies.
Since the walk began in 1988, it has taken in various different venues from Newburn on the north bank of the River Tyne to the wind swept beaches of Druridge Bay in Northumberland to the home of the Bishop of Durham, Auckland Castle and, in the last four years, winding through the beautiful countryside of Wear Valley. Last year nearly 5,000 walkers of all ages took part.
Entrants into each event receive a quality limited edition t-shirt which you can wear on the day if you wish, a souvenir medal and finishers goody bag. For further information on how to enter the event visit www.greatwalk.org or call the hotline on 01325 348886.
For your free guide to inspirational walks in North East England click here or call 087022500129.
Also available is Cycle North East England – for your free guide to inspirational cycling in the region click here or call 0870 160 1778.
PASSIONATE ABOUT ASPIRATIONS
This summer you have the opportunity to join the region’s largest ever mobile showcase of North East England business. The nerd summer tour will be out and about in the region throughout July and August to deliver career demos, competitions and fun activities for the region’s 14 – 19 year olds.
The nerd summer tour bus will be jam-packed with useful info about forging a career in North East England. But to bring this to life and demonstrate the very real opportunities that exist for young people in the region, Aspire is on the look-out for organisations from a range of different sectors to come aboard and demonstrate that North East England really is the place to work, study and ultimately to succeed.
Whether you’re looking to recruit, or would just like to take advantage of this free opportunity to promote your organisation to young people, businesses and parents across the region, you can get further information at www.tour.nerd-world.org/business
COMING UP
The Regional Image team has been working hard with event organisers across the region to help highlight the incredible range and depth of festivals taking place in the North East. Look out for the North East England branding on leaflets, posters, brochures and event guides, banners, t-shirts and even a kite over the coming months at the County shows, Science Live at Netpark, High Five Kite Festival, Stockton International Riverside Festival, Sunderland Airshow and the North East England Motor Show to name a few.
The team is also supporting Games Horizon in its quest to attract more people to work in digital industries in North East England. Part of Codeworks the organisation will attend ‘Develop’ - a national conference and exhibition in Brighton -with local companies Eutechnyx and Strange Agency.
ARE YOU NEWSWORTHY?
The Regional Image website news pages are a resource for the entire region – forward us your press releases that demonstrate the aims and objectives of this campaign and we will display them on the site.
We are always on the look out for regional stories, people and events that could make an impact on a national level. For example:
- The new Guide to Cycling in North East England has been featured in The Independent on Saturday and Cycling Weekly.
- Business XL magazine has featured the region as a hotbed of enterprise with an interview with John Holmes, Director of Regeneration and Tourism at One NorthEast as well as businesses that have located to this region such as HM Plant and New Logic.
- Hadrian’s Wall has featured in Woman’s Weekly.
- The region’s stunning coastline at Holy Island featured in an Evening Standard article on England on Sea and Bamburgh Beach has been recognised as the best beach in the UK by The Independent.
- House Beautiful Magazine has encouraged its readers to ‘Enjoy a Taste of The North East’
- The North East England TV commercial was featured in Adline magazine.
- Dutch Travel writers followed up their visit to North East England on the first Jet2.com flight from Amsterdam with articles in Reisrevue and on the Trip Tips show on Dutch Radio Station Radio Mi Amigo 192.
To discuss any ‘newsworthy’ opportunities coming up please contact: debbie.sharratt@onenortheast.co.uk or call 0191 229 6485.
PASSION ON DISPLAY
Cricketers at Durham Cricket Club are proudly displaying their passion for North East England on their backs this season.
The Laing in Newcastle upon Tyne is proudly displaying that it is passionate about art in its glass entrance area.
Tolent signs are appearing through out the region adorned with ‘Passionate about North East England’ branding
The region's passion for regeneration is demonstrated by the demolition of Westgate House in Newcastle. Part of the Grainger Town project to regenerate Newcastle City Centre, it will be replaced by a building more in keeping with the surrounding area.
NEW SUPPORTERS
Adam Lawrenson Photography | Paul Berry Freelance Photographer |
A BIG THANK YOU
BBC Proms in the Park – Tees Valley
At the end of 2005 we asked Regional Image campaign supporters to lend their support to a bid, to the BBC, to bring one of the country’s most important music events to North East England.
The response we had was extremely positive and encouraging, thank you!
The bid was co-ordinated by Tees Valley Partnership and Tees Valley Tourism Bureau working alongside a wide range of local and regional agencies.
The BBC responded in April, announcing “Following a comprehensive and impressive pitch to host a BBC Proms in the Park event in 2006, Tees Valley has been invited by the BBC to shadow the event mounting process with a view to hosting an event in 2007.”
“…… Whilst no commitment has been made for 2007, the BBC has confirmed that Tees Valley is at the top of the provisional list for consideration and they have been very impressed by the level of local support.”
DURHAM CRICKET CLUB BID FOR THE ASHES
Thank you to everyone, over 11,500 of you ‘signed the bat’ in support of Durham Cricket Club’s bid for more international cricket.
Although Durham was unsuccessful with its bid for an Ashes Test in 2009 it has been successful in attracting some great international cricket to North East England over the next few years, starting with a Test Match against the West Indies in 2007.
For more information on cricket in the region please visit www.durhamccc.co.uk
SPOTTED...
A taxi proudly displaying the North East England ‘Passionate people. Passionate places’ campaign branding has recently been spotted (at least twice) on Sky Sports show ‘Soccer AM’ – email us or send us a picture if you see the campaign branding appearing in unexpected places!
For further information or to contact the Regional Image Team please email us by clicking here.
Please feel free to tell friends, family and associates who you believe will be interested in the campaign about this webpage.
If you would like to receive regular information on the campaign please click here to subscribe.
Thank you,
The Regional Image Team:
Julia Banks (x6719)
Debbie Sharratt (x6485)
Karen Fitzgerald (x6858)
Iain Ramsay (x6861)