A NEW marketing agency has been launched with the aim of bringing millions of pounds of new business into the region.

The Newcastle Gateshead Initiative, formed from the partnership between the two councils, has announced its plans to promote the area as "the first choice for business, tourism and major events" with a £1m marketing campaign.

The company will set up and run the region's first full service convention bureau - which could bring an extra £15m to the region.

A high profile public relations campaign aims to change outdated perceptions of the region and boost the local economy.

Chairman Sir Ian Wrigglesworth said: "The benefits for business and the local economy could be phenomenal.

"A change in perception of the area will help us win major events, will assist businesses in attracting high calibre staff, and will bring prosperity."

The company is already campaigning to bring major events to the North-East like the Tall Ships Race, European Capital of Culture 2008, and the G8 summit of the world's leading economic powers.

The Initiative is backed by the Prime Minister and a host of celebrities, with the aim of seeking further support through a new membership scheme.

Member companies and organisations will play a leading role in the development of the area, and gain substantial business benefits.

Neil Rami, chief executive of the Newcastle Gateshead Initiative said: "With around £1bn worth of innovative development happening in a square mile of Newcastle and Gateshead, this is the best opportunity this region has ever had to sell itself on a national and international level."

Anyone interested in becoming a member of the Initiative can contact Neil Rami on (0191) 222 0939.