North East promo campaign by Different goes to air
A new TV advert, created by Newcastle based agency Different promoting North East England as a visitor destination has hit the screens across the UK.
The £1.4m ad, which is running on ITV1 and Channel 4 in areas within a three-hour drive time and nationwide on satellite television, the advert, is part of Regional Development Agency One North East’s ongoing investment in tourism.
This is the fourth year running One North East has appointed Different to develop the concept for this year’s advert which uses the theme ‘When does a place become part of you …. When you’re in North East England.‘
It was also second time behind the lens for North East film director and photographer Alex Telfer whose images will inspire potential visitors to book a short or long break to North East England.
MediaVest has handled the media planning and buying for the campaign.
Stacy Hall, director of communications & tourism at One North East, explained: “This year’s advert uses strong, panoramic views of the region to ensure maximum impact with viewers.
“One North East’s continued investment in tourism is particularly important in the year ahead when it is predicted even more people will be opting for a holiday in the UK, given the current economic climate and the exchange rates.
“Promoting the North East through the TV advert and other national and international marketing sends out a strong message that North East England is a fantastic destination to visit, whether on a short or long break.”
Ben Quigley, managing director at Different, said: “With this advert we wanted people to see the beauty of North East England, taking its inspiration from programmes like Wild China and Planet Earth.
“The quality of the advert can now rival market leaders such as those produced by New Zealand and California and is something that the whole region can be proud of.”
Viewers seeing the advert will be directed to the enhanced, new website to research the area further or even make a booking.
The website, also launched this month, has been transformed with a new design and enhanced features, including interactive maps and a sophisticated new search engine.
People will also be encouraged to order the new 2009 Holiday Guide after seeing the advert, using the Interactive Red Button.