A campaign promoting North East England has been judged the most effective in the country by public relations chiefs.

The ‘Passionate people. Passionate places’ campaign has been named the nations best integrated pr campaign by the Chartered Institute of Public Relations (CIPR).

The publicity drive led by Regional Development Agency One NorthEast fought off competition from a 12 strong shortlist that included the Environment Agency and VisitScotland.

The CIPR national awards held in London recognised and rewarded best practice in the public relations industry.

PR specialists from across the country were asked to judge the campaign’s effectiveness in reaching the public to create strong and positive new perceptions about the North East regionally, nationally and internationally.

Judges recognised the way the ‘Passionate people. Passionate places’ campaign harnesses the region’s best assets to position North East England as a great place to do business, live, work, study and visit.

Stacy Hall, Director of Communications and Tourism at One NorthEast said: “It is a real honour to receive this award on behalf of the region. ‘Passionate people. Passionate places’ has fantastic support from the whole region, there are now over 800 campaign supporters and they all deserve credit for the part they have played in raising the profile of the region. Without them we wouldn’t have been able to get the message across so credibly.”

“Awards like this are important for the role they play in further raising the region’s profile and we will strive to build on this latest success. Since it’s launch in 2004 the ‘Passionate people. Passionate places’ campaign has generated significant positive coverage about the region and its cultural, natural and business strengths in newspapers, broadcast media and the trade press regionally and nationally.
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