6 March 2009
A TV advert promoting North-east England has been launched by creative agency Different. The £1.4m advert is part of regional development agency One North East’s push for greater tourism in the area. It is currently running on ITV1 and Channel 4 in areas within a three-hour drive time, as well as nationwide on satellite television.
One North East has appointed integrated agency Different to develop the concept for this year’s advert which uses the tagline, “When does a place become part of you … When you’re in North East England.” It shows panoramic views of attractions such as Bamburgh Castle, the Cheviot Hills, Boulby Cliffs, Hadrian’s Wall and The Angel of the North. It also features a voiceover by Hollywood actor Sean Pertwee.
Viewers will also be encouraged to order the new 2009 holiday guide after seeing the advert, using the interactive red button. The website visitnortheastengland.com has also been revamped to create a more fluid experience, according to the agency.
Ben Quigley, managing director at Different, says: “With this advert we were starting from a zero base. We were trying to change the image that people had of North East England or to even give an image to those who had none. We wanted people to see the beauty of North East England, taking inspiration from programmes like Wild China and Planet Earth.”
One North East’s advert is expected to reach 70 million UK viewers and will be shown in Australia next month.
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