A NORTH-EAST convention bureau fought off fierce competition to win an award for the best marketing campaign at a UK exhibition.

The NewcastleGateshead Convention Bureau took the award for its pre-show marketing campaign to attract conference buyers to its stand at the International Confex Exhibition, at London's Earls Court.

A marketing and PR campaign encouraged people to learn more about what the region has to offer as a conference destination.

Those attracted to the stand were also able to meet footballing legend Peter Beardsley, who joined the team as an ambassador for the area.

The team was joined at the event by staff from Newcastle United Conference and Banqueting, the Baltic arts centre, Marriott Hotels North East, The R&B Group, The Sage Gateshead music centre and Seaham Hall Hotel and Serenity Spa.

NewcastleGateshead Initiative (NGI) chief executive Andrew Dixon said: "It is fantastic news to win yet another award for our work in promoting the area as a world-class destination to visit for leisure and business.

"The fact that NewcastleGateshead beat some of the conference industry's largest players to win the award is testament to the hard work of the team at NGI and also to the fact that we are emerging as a leading conference destination."

The conference industry in Newcastle and Gateshead is worth an estimated £100m a year, growing from only £15m in 1999 when the bureau was created.

Newcastle and Gateshead's conference industry is rapidly becoming one of the area's fastest-growing sectors and one of its strongest economic assets.