Member Article

North East tourism bodies secure future of branding

North East regional tourism bodies have teamed up to secure the branding for the regions popular Passionate People Passionate Places campaign.

Under the Northern Tourism Alliance banner, NewcastleGateshead Initiative on behalf of other cultural bodies has purchased the intellectual property assets from One North East.

The successful bid has secured the Passionate People logo and branding, the domain name, and the North East England logo for £2,500.

Sarah Stewart, chief executive at destination management and marketing agency NewcastleGateshead Initiative 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 region wide remit, or significant tourism marketing budgets of One North East, but will work together to ensure that 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.”

The Tourism Alliance was established early in 2011 in a bid to maintain regional co-ordination and develop growth of the visitor economy through working with local, national and private sector partners.

Geoff Hodgson, chair of the Northern Tourism Alliance added: “All of the organisations concerned continue to work towards raising the profile of their respective areas of North East England in order to attract visitors and deliver economic benefits.

“We all, therefore, 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.”

Latest tourism statistics indicate the region attracts 8.6 million overnight visitors per year, and 73 million day visitors.

This is estimated to contribute £3.9bn to the regional economy, supporting more than 10,000 businesses that employ 50,000 directly.

This was posted in Bdaily's Members' News section by Tom Keighley .