The Northern Echo: The Northern Echo

A North-East tourism industry campaign, recognised amongst the best in the world for three years running, has been saved from the axe, despite the demise of One North East.

The Northern Tourism Alliance has bought the Passionate People Passionate Places logo, branding and domain name from the regional development agency, which will be officially wound up next month.

The campaign, launched in 2005, included national press and television adverts as well as 'Passionate' branding across the region.

Having been introduced after a survey showed awareness of what the region had to offer was low it helped boost North-East tourism to a £4bn a year industry, employing more than 50,000 people.

The campaign focused on promoting the North-East as a great place to live, work, study, visit and invest, but its funding was cut by the new Coalition Government in 2010.

It was named the world's best regional marketing campaign at the World Travel Awards in 2005 & 2006, as well as picking a further gong at the 2007 awards for a striking television advertising campaign featuring the region.

The NewcastleGateshead Initiative yesterday concluded the deal with One North East on behalf of Visit County Durham, Northumberland Tourism, Hadrian's Wall Heritage Ltd and the North East Hotels Association, the other members of the alliance.

The Northern Tourism Alliance, established early last year, said it had done so in order to retain and protect the brand, paying £2,500.

Geoff Hodgson, chairman of the Northern Tourism Alliance, said: "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.

"Although we don't have the money to exploit it at the moment, we want to make sure it is in safe hands for the future.

"We now have a £4bn business, there has been 101 reasons why it has worked but Passionate People, Passionate Places has played a pretty key role."

NewcastleGateshead Initiative chief executive Sarah Stewart 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."

Hotelier Christopher Davy, who runs the Rose & Crown at Romaldkirk near Barnard Castle, an 18th century coaching inn, featured in one of the original adverts.

He said: "I think it did a lot of good work when it was launched, although obviously in the last couple of years it has kind of fallen into abeyance.

"If it is going to be used again to do good work that can only be good for the region."