A MULTI-MILLION pound marketing campaign has been launched to improve the image of the North-East.

Business and tourism leaders gathered at Seaham Hall last week for the unveiling of the latest advertising campaign to promote the region.

The campaign, led by regional development agency One NorthEast, features a series of adverts entitled Passionate People - Passionate Places, and the first appearance of a brand logo for North-East England. It will run for three years and cost £15m.

The campaign will be taken to national newspapers, airports, East Coast main line trains and London, where it will appear on taxis and at Underground stations.

A survey carried out last year by Mori established that the rest of the country was largely unaware of what the North-East had to offer.

The campaign is designed to change perceptions of the region, highlighting its history and heritage, coast and countryside, city culture and business.

It aims to portray the North-East as a dynamic region that offers excellent opportunities and a great quality of life.

Alan Clarke, chief executive of One NorthEast, said: "How our region is perceived both within the North-East and externally is vitally important to our future success and economic prosperity.

"The exceptional character of the people of North-East England has always been the driving force behind our region's growth and prosperity, and that is as much the case today as it has ever been. That message will be clearly communicated through this campaign.

"There are many reasons to be proud of North-East England, to show support for the campaign and start playing an active role in shaping the region's future success."

Local business and sports people have been enlisted to front the advertising campaign - such as Teesside sportsman Phil McDonagh, acclaimed Tyneside chef Terry Laybourne, Teesdale hotelier Christopher Davy and company managing director Dr Arnab Basu.

Mr Laybourne enthuses about attractions in Northumberland, including Dunstanburgh Castle, Craster and the Cheviots, as well as Wear Valley and Teesdale.

Dr Basu, who moved to the North-East from Calcutta, India, nine years ago to study, and set up Durham Scientific Crystals two years ago in Sedgefield, praises the countryside, coastline, people, heritage and the culture of the region.

Organisations across the region are being encouraged to use the new symbol of the region on their promotional material.

The adverts feature Durham Cathedral, Durham University women's rowing team and Dr Basu.