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Regional Image Campaign Tori Clayton Ambassador Programme Manager Regional Image & International Marketing Team One North ...
What is the Regional Image Campaign? <ul><li>Established in 2005 to  promote North East England   </li></ul><ul><li>as a g...
North East England Ambassadors <ul><li>Tyne & Wear 1 </li></ul>Campaign success  <ul><li>Created a  strong brand identity ...
North East England Ambassadors <ul><li>Northumberland 1 </li></ul>Next steps <ul><li>Inward investment </li></ul><ul><li>T...
 
 
 
 
 
 
Planned activity <ul><li>Regional support and confidence building  </li></ul><ul><li>- Regional press activity </li></ul><...
Example of recent  niche sector activity: Chemical Week  cover wrap June 09
North East England Ambassadors <ul><li>A  network of passionate people  united to spread the  </li></ul><ul><li>word about...
Ambassador toolkit As a regional ambassador you receive access to the  Ambassador toolkit Up-to-date  regional business in...
www.northeastengland.co.uk/ambassadors  Tori Clayton Ambassador Programme Manager E  [email_address] Thank you
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North East England Ambassadors &amp; Regional Image

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North East England Ambassadors &amp; Regional Image

  1. 1. Regional Image Campaign Tori Clayton Ambassador Programme Manager Regional Image & International Marketing Team One North East www.northeastengland.co.uk The Regional Image Campaign & North East England Ambassador Programme
  2. 2. What is the Regional Image Campaign? <ul><li>Established in 2005 to promote North East England </li></ul><ul><li>as a great place to live, work, invest, do business, study and visit </li></ul><ul><li>Changed perceptions outside of the region by promoting </li></ul><ul><li>the excellent quality of life on offer in the North East </li></ul><ul><li>Looking to translate this success across our </li></ul><ul><li>key sectors to promote the region’s strengths </li></ul><ul><li>in business and innovation </li></ul>
  3. 3. North East England Ambassadors <ul><li>Tyne & Wear 1 </li></ul>Campaign success <ul><li>Created a strong brand identity and strapline in ‘Passionate people. Passionate places’ </li></ul><ul><li>We have updated perceptions of the region </li></ul><ul><li>Increased knowledge of North East England outside the region </li></ul><ul><li>Projected positive images consistently over time </li></ul><ul><li>Widespread regional support </li></ul>
  4. 4. North East England Ambassadors <ul><li>Northumberland 1 </li></ul>Next steps <ul><li>Inward investment </li></ul><ul><li>Talent attraction and retention </li></ul><ul><li>Regional ambassadors network </li></ul><ul><li>Evolve ‘Passionate people. Passionate places’ </li></ul><ul><li>Need to embed business messages </li></ul><ul><li>promoting the region with targeted sector specific activity </li></ul><ul><li>Become known for innovation </li></ul><ul><li>and new leading sectors </li></ul>
  5. 11. Planned activity <ul><li>Regional support and confidence building </li></ul><ul><li>- Regional press activity </li></ul><ul><li>- Attendance at dedicated business events </li></ul><ul><li>- Ambassador Programme </li></ul><ul><li>Sector specific image (starting with Chemical and Engineering sectors): </li></ul><ul><li>- Development of innovation case studies </li></ul><ul><li>- Advertorials in sector press (e.g. Chemical Week) </li></ul><ul><li>- Recruitment literature </li></ul><ul><li>- Sector fact sheets </li></ul><ul><li>- Engineering recruitment DVD </li></ul><ul><li>- Refresh content and look of ambassador website </li></ul><ul><li>- Redevelopment of investment and ‘live & work’ websites </li></ul><ul><li>- Online advertising and SEO activity </li></ul><ul><li>- Social networking and social media (ambassadors) </li></ul>
  6. 12. Example of recent niche sector activity: Chemical Week cover wrap June 09
  7. 13. North East England Ambassadors <ul><li>A network of passionate people united to spread the </li></ul><ul><li>word about North East England as a vibrant and forward thinking </li></ul><ul><li>hub for business investment, growth and career advancement. </li></ul><ul><li>By becoming an ambassador you can: </li></ul><ul><li>Put North East England on the map as a dynamic, influential centre for innovation and business success </li></ul><ul><li>Contribute to the future growth and success of North East England </li></ul><ul><li>Be part of the regional marketing campaign to benefit your organisation and extend your business messages </li></ul>
  8. 14. Ambassador toolkit As a regional ambassador you receive access to the Ambassador toolkit Up-to-date regional business information Helping you to spread the word about the region’s business strengths Regional media features, sector news articles and business events Networking opportunities online and member events Ambassador newsletter keeping you up to date
  9. 15. www.northeastengland.co.uk/ambassadors Tori Clayton Ambassador Programme Manager E [email_address] Thank you

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