A multi-million pound marketing campaign designed to raise the profile and improve the image of the North-East was launched today.

The campaign, put together and led by development agency One NorthEast, aims to encourage people to come to the region to do business, live, work, study and visit.

A series of adverts called Passionate People. Passionate Places will form the heart of the initial three-year marketing campaign.

Today's launch at Seaham Hall, in County Durham, also marked the first appearance of a new brand for the region. The North East England logo will be used on all activity that forms part of this high profile communications programme.

The campaign aims to create positive new perceptions about the North-East regionally, nationally and internationally.

It was developed after research undertaken by MORI last year established that nationally, awareness of the North-East and what is has to offer are very low.

The new campaign is designed to address the findings from this research, raising awareness, creating and updating perceptions and engendering pride and passion within the region.

Alan Clarke, chief executive of One NorthEast, said: "Our region has made great progress in recent years in many areas, but existing regional and national perceptions do not reflect the strides that have been made.

"In business, the region is forging ahead and building a strong international reputation in the fields of science and technology.

"Many talented people in the cultural sector are being drawn to the North-East or are choosing to stay here and enriching the quality of life in the region as a result.

"The beautiful coastline, countryside and historical assets with which our region is so abundantly blessed have never been in better condition for residents and visitors to enjoy, thanks to the commitment of everyone involved in their conservation.

"How our region is perceived both within the North-East and externally is vitally important to our future success and economic prosperity.

"Quite simply, if North-East England is to achieve the regional, national and international recognition that it deserves, we must significantly increase awareness of our superb assets, unique selling points and many successes.

"Of course, 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.

As well as the launch at Seaham Hall, the campaign will be unveiled around the region at a series of further events this week at places such as Matfen Hall, Northumberland; Locomotion, The National Railway Museum at Shildon, County Durham; Hartlepool Historic Quay; The Stadium of Light, Sunderland; Queen's Campus, Stockton; Alnwick Castle, Northumberland; and Raby Castle, in County Durham.