The Chronicle and Journal’s revival of the Passionate People, Passionate Places campaign has won praise in Parliament.
The Chronicle and Journal have this week brought back the campaign – which was run by regional development agency One North East – as a way of promoting regional pride and togetherness after years of division.
A number of business and political leaders have praised the new campaign, which has been updated with new artwork with the aim of being forward-looking and celebrating the region’s positive outlook.
Now North Durham MP Kevan Jones, one of the region’s longest serving politicians, has laid down an Early Day Motion in Parliament praising the campaign and the potential of the region’s tourism industry.
The motion, signed by MPs from both within and outside of the North East, says: “This House supports the regeneration of the Passionate People, Passionate Places brand that did so much to sell the North East to the country and raise regional pride previously.
“It notes that Visit England measured an exceptional rise in North East tourism as a result of the previous campaign; recognises the importance of tourism in the North East as the fourth largest sector in the region; celebrates the beauty of the North East’s two World Heritage Sites, National Park and two Areas of Outstanding Natural Beauty; and further celebrates Hadrian’s Wall as a significant draw for the region, with an estimated 1m to 1.5m visitors annually.”
Mr Jones’ motion has come as civic leaders throughout the North East have thrown their weight behind the revival of the Passionate People, Passionate Places campaign.
Andrew Hodgson, chair of the North East Local Enterprise Partnership, said: “Passionate People, Passionate Places captures the vibrant energy of our region and the reason why world leading businesses increasingly look here as a location.
“This energy is captured in our Local Industrial Strategy which is built from the position of our people and communities capturing the opportunities of the future economy.”
Peter Jackson, leader of Northumberland County Council, said: “It is great to see the relaunch of the Passionate People, Passionate Places campaign. Anything that promotes the North East and Northumberland has our full support.
“Through our own campaign, Discover our Land, we are sharing stories about the best our county has to offer and together with the Passionate campaign we can strengthen the message about this great part of the world to an even wider audience.”
And Prof Stuart Corbridge, vice-chancellor of Durham University: “Students and academics from around the world are attracted to Durham University both by our excellence and because they can live, work and study in one of the most inspiring cities and regions anywhere in the world. The North East has a long history of innovation, and we are proud to be working with partners and communities across the region to ensure that the North East once again leads the country and the world as we enter a Fourth Industrial Revolution.”