Regional Image Campaign

Tori ClaytonAmbassador Programme ManagerRegional Image & International Marketing TeamOne North East

www.northeastengland.co.uk

The Regional Image Campaign&North East England Ambassador Programme

What is the Regional Image Campaign?

Established in 2005 to promote North East England

as a great place to live, work, invest, do business, study and visit

Changed perceptions outside of the region by promoting

the excellent quality of life on offer in the North East

Looking to translate this success across our key sectors to promote the region’s strengths

in business and innovation

North East England Ambassadors

Tyne & Wear 1

Campaign success

• Created a strong brand identity and strapline in ‘Passionate people. Passionate places’

• We have updated perceptions of the region

• Increased knowledge of North East England outside the region

• Projected positive images consistently over time

• Widespread regional support

North East England Ambassadors

Northumberland 1

Next steps1) Inward investment2) Talent attraction and retention3) Regional ambassadors network

Evolve ‘Passionate people. Passionate places’

Need to embed business messages

promoting the region with targeted sector specific activity

Become known for innovation

and new leading sectors

Planned activity

Regional support and confidence building - Regional press activity- Attendance at dedicated business events- Ambassador Programme

Sector specific image (starting with Chemical and Engineering sectors):- Development of innovation case studies- Advertorials in sector press (e.g. Chemical Week)- Recruitment literature- Sector fact sheets- Engineering recruitment DVD- Refresh content and look of ambassador website- Redevelopment of investment and ‘live & work’ websites- Online advertising and SEO activity- Social networking and social media (ambassadors)

Example of recent niche sector activity:

Chemical Week cover wrap June 09

North East England Ambassadors

A network of passionate people united to spread the word about North East England as a vibrant and forward thinking hub for business investment, growth and career advancement.

By becoming an ambassador you can:

• Put North East England on the map as a dynamic, influential centre for innovation and business success

• Contribute to the future growth and success of North East England

• Be part of the regional marketing campaign to benefit your organisation and extend your business messages

Ambassador toolkitAs a regional ambassador you receive access to the

Ambassador toolkit

Up-to-date regional business information

Helping you to spread the word about the region’s business strengths

Regional media features, sector news articles and business events

Networking opportunities online and member events

Ambassador newsletter keeping you up to date

www.northeastengland.co.uk/ambassadors Tori ClaytonAmbassador Programme ManagerE tori.clayton@onenortheast.co.uk

Thank you