Our picture of passion

Feb 21 2006 By Helen Logan Evening Gazette

The images are dramatic and eye-catching. The Angel of the North, Penshaw Monument, horses galloping across the sands at Bamburgh, the iconic Teesside view of Roseberry Topping, water pounding down High Force into the River Tees.

These pictures form part of a major initiative aiming to promote the area as a top tourist destination.

The first TV ad campaign marketing what the North-east has to offer is being beamed into millions of people's homes across the country over the coming weeks.

The North-east's famous landmarks are being aired as part of a £1m Passionate People, Passionate Places, scheme, which is spearheaded by regional development agency One NorthEast.

It is all about attracting visitors to the area and boosting the region's economy.

As Stacy Hall, director of communications at One NorthEast, reveals, there is a lot to play for.

"The North-east England tourism industry already brings £1bn a year to the regional economy. However, our aim is for it to contribute considerably more and to play a central role in our plans to achieve a vibrant and sustainable North-east economy."

As a Northerner, I care deeply about the area I was born and work in.

Yes, there are parts of the region which are far from perfect and need regenerating, but equally there are some fantastic places which we should be proud of and shouting hard and loud about.

The 60-second advert packed a lot in and made the area look great.

But what let it down was the flat, lacklustre sound of the voice at the end delivering the slogan Passionate People, Passionate Places. The tone was anything but passionate.