TWO million pounds, a plush hotel, business bosses from around the region, big plans and high hopes.

It was spring 2002 and regional development agency One NorthEast was banking on a three-year advertising drive, called 'Here. Now' to change people's perceptions of the area.

Fast-forward a little over three years and One NorthEast bosses were back in a plush hotel with business leaders from around the region to reveal their big plans and talk of their high hopes.

This time, however, they are splashing out £15m on a three-year campaign called Passionate People, Passionate Places.

The idea is the same: to raise the profile and improve the image of the North-East.

The move was made last time after a survey revealed that beer and football were seen as the region's best assets.

Development chiefs wanted first to persuade North-Easterners that they should have pride in their region, and then send out the positive message to other parts of the country.

The then chief executive of One NorthEast, Dr John Bridge, told delegates at the Ramside Hall Hotel, near Durham: "We must start talking ourselves up, believing that we are a match for other regions in this country and across the world."

Present chief executive, Alan Clarke told yesterday's launch at Seaham Hall: "Existing regional and national perceptions do not reflect the strides that have been made."

Deja vu? Well, not quite. That would be unfair.

The new leaders of the agency have decided that they will not make the same mistakes as their predecessors when it comes to choosing who they use to deliver the message to those they want to hear it.

Out have gone celebrities such as Elton John, footballer Ian Wright and Oscar-winning film-producer David Puttnam and their television commercials which flopped so soon after they were launched.

Instead, real people with a real passion for the region have been enlisted to front the advertising campaign - people such as Teesside sportsman Phil McDonagh, acclaimed Tyneside chef Terry Laybourne, the managing director of a Hartlepool company, Niel Bushnell, County Durham hotelier Christopher Davy, and company managing director Arnab Basu.

They will appear in advertisements in national newspapers, on high-profile poster sites in airports, on the East Coast Main Line and in London Underground stations, as well as on taxis in the capital and the North-East.

Mr Clarke said: "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."

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

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

Mr Clarke and his team at One NorthEast will be hoping his words are more convincing than those of Sir Elton and the like.

Otherwise, come 2008, the year young canoeist Phil McDonagh hopes to be competing in the Olympics in Beijing, they could be looking for a plush hotel somewhere in County Durham, a few million pounds, and some more big ideas and high hopes.

A culture all its own

Terry Laybourne - chef, Newcastle:

Terry Laybourne has placed the North-East of England firmly on the culinary map.

After learning his craft in some of Europe's finest hotels, he returned to his native North-East and rapidly built an enviable reputation for serving first class food in very relaxed surroundings.

He led the kitchen of the Fisherman's Lodge, in Jesmond Dene, Newcastle, during which time it became widely acclaimed as the best fish restaurant in the North of England. He then opened 21 Queen Street in September 1988, earning the region its first Michelin star in 1992.

He went on to establish his Bistro and Brasserie 21 restaurants and Live Caf Bar and Bistro on Newcastle's Quayside.

Terry, who was awarded the MBE in 1998 for services to the restaurant industry and tourism, said: "North-East England has so much to offer. It's different here. We have our own culture, and our own way of behaving and living our lives that's very much our own - it's something I buy into and am very comfortable with.

"It's a progressive and forward-thinking society.

"People here are very open and straight talking with a great sense of humour."

Fresh look at North's benefits

Niel Bushnell - Qurios Entertainment, Hartlepool

Niel BUSHNELL is a veteran of the film, television and game industries, working predominantly as an animator and concept artist.

After leaving college, he trained in London and worked on numerous commercials, TV projects and feature films, including Space Jam, for Warner Brothers, and Lost in Space, for New Line Cinema.

Since 1998, Niel has worked on various computer game projects, providing in-game animation, cinematic storyboarding and direction, character design and concept art.

He has also continued to develop animated projects for television.

He set up Qurios Entertainment, in Hartlepool, three years ago and is committed to nurturing and growing animation talent within the region, of which there is a wealth, thanks to innovative digital media courses, such as those at the University of Teesside.

Niel said: "This region has come such a long way in the last decade.

"The advantages of living and working in the North-East include a fantastic quality of life and a more balanced work/family life. My commute to work has been reduced to ten minutes on quiet roads.

"Having worked outside the region for five years, I can see its benefits with fresh eyes.

"I can still easily get into London and other parts of the country for meetings, but I'm able to bring the work back to Hartlepool and produce it here.

"Our overheads are also less and broadband Internet makes working in the North-East a very viable proposition."

In praise of a region that has everything

Christopher Davy - owner Rose and Crown, Teesdale, County Durham

A chef and hotelier all his working life, Christopher Davy has travelled the country, but would not now dream of living anywhere else.

He trained at the Westminster Hotel School in London, later becoming manager of the Chester Grosvenor Hotel, where he met his wife, Alison.

Together, they successfully ran the Black Swan at Ravenstonedale in the Eden Valley, Cumbria, before settling at an 18th Century coaching inn, The Rose and Crown in Romaldkirk, near Barnard Castle.

Over their 16 years of ownership, Christopher, Alison and their team have won a clutch of awards, including AA Pub of the Year for England, Les Routiers Hosts of the Year for UK and Ireland and The Good Hotel Guide Csar Award Inn of the Year.

Christopher said: "I think this is just a great, great region - the people, the countryside, the coastline.

"The countryside from the Cheviots right down here towards Teesdale is just a lovely part of the world.

"There is also the vibrant culture of places like Newcastle. We have everything."

The power to inspire greatness

Phil McDonagh - canoeist, Teesside

Five years after first sit ting in a canoe at the age of 14, Phil McDonagh, above, is competing at the highest level thanks to the facilities in the North-East.

Born and bred in Stockton, Phil puts his hard work ethic and determination down to his roots, and acknowledges the help he has had at the River Tees Watersports Centre by the Tees Barrage.

The sports therapy student at the University of Teesside is aiming to compete in the 2008 Olympics in Beijing.

He said: "I get access to white and flat water as much as I can and the main reason I am able to do this is thanks to the developments made on Teesside.

"Without the Water Sports Centre, I would not be paddling and competing at this level.

"North-East England is able to inspire people to do great things with passion and determination and that is something to be proud of."