Different launch seven figure North East TV ad
Different has launched a seven-figure TV advertising campaign to promote the North East of England as a tourism destination. The commercial, which aims to alter misconceptions people have about the area, will be appearing nationally across selected satellite TV channels and on a variety of ITV, Channel 4 and Channel 5 spots.
The Newcastle-based agency was first appointed by One North East to handle the account in May last year following a tender involving 27 marketing firms from around the country. Different was subsequently briefed with the £1million branding project followed by a campaign to promote the walking facilities in the North East, which smashed targets by 330 per cent.
The TV ad was directed by North East-born Adrian Moat through film director Ridley Scott’s production company RSA and Scottish production company MTP.
Managing director of Different, Ben Quigley, commented: \"It was great to have Adrian directing the campaign and to use Ridley Scott’s RSA because they have a genuine attachment to the North East, which ensured that we didn’t use people that were just going through the motions.\"
Stacy Hall, director of communications at One North East, added: \"This strikingly beautiful commercial will capture the imagination of those who view it and inspire many to come and discover our region for themselves.\"
One North East has a budget of £15million to complete the tourism push.
Meanwhile, following a six-way pitch, Sunderland University has appointed Different to handle its £700,000 account. The agency will provide advertising, prospectuses, direct marketing and recruitment for the university, after it ended its relationship with Robson Brown. The first creative is scheduled to break in July this year.