A training organisation which has helped more than 1,000 people find jobs in the region's automotive and high volume manufacturing businesses is to put the North-East at the forefront of learning excellence, with the launch of a ground-breaking website.

The site, assagateway.com, has been developed by the Automotive Sector Strategic Alliance (ASSA) and is one world's most interactive websites, devoted to improving the performance of manufacturing industries by promoting lifelong learning to existing and future workers.

Featuring a 3-D map of Productivity City, users are directed through the website by the "assaguide", who signposts useful buildings ranging from a JobCentre that houses the latest news on employers and the types of jobs available, a factory that allows learners to sample training courses and even a fun fair that gives browsers a chance to learn practical skills by playing games.

Bosses at ASSA are calling the website a "stealthy" approach to learning, where the users discover they have learned something without going down the traditional route of classroom or book-based training.

It is hoped the free website will also be a valuable resource for local businesses and educationalists, who can tap into the library part of the city and access the latest research on training and manufacturing trends and forecasts.

Mike Halliday, manager of assagateway.com, said: "There are a great many people for whom conventional types of learning are either intimidating, prohibitive because of home and work commitments - or just plain boring.

"That's why we developed this project to enthuse people to learn to see the relevance of it and to get a buzz from discovering skills they did not think they had.

"Although the site works on a series of short, sharp learning tools, we really see it as a gateway to greater things, with users able to access ASSA tutors to get more information about further training, or enrol directly on a course through the national Learndirect network."

The Internet technology has been devised by Presence Multimedia and the conceptual design has been generated by Crutes la Mar, both in Newcastle.

Crutes la Mar has created eye-catching advertisements using the assaguide and other icons from the Productivity City, which will be appearing in Tyneside Metro trains and stations from this week.

Funding for the £200,000 project has come from One NorthEast, where Hugh Morgan-Williams is a board member.

He said: "Anything which encourages people to learn new skills is to be applauded.

"In the UK, we lag behind most of Europe and the US in terms of skills levels, and the North-East in particular has a poor record for qualifications and academic achievement.

"By taking a more creative approach to learning and by employing this most modern methods of communication, I hope assagateway.com will seek out and engage even the most reluctant of learners."

In addition to the Metro advertising campaign, which aims to reach home learners and those with access to the Internet at work, learner packs will be issued to North-East libraries and JobCentres so that those without the Internet can get free access to the site.