A regional daily has backed its patch to become the UK’s City of Culture with a front page message to judges.

The Sunderland Echo splashed yesterday on the city’s bid to win the title in 2021 as judges arrived to cast their eyes over the area.

The Echo has supported Sunderland’s campaign since its launch last year, with staff are changing their Twitter profile pictures to the colours of the bid to help keep it in the forefront of readers’ minds.

The Echo’s front page plea comes after a similar bid by Stoke daily The Sentinel last month.

Echo editorial director Joy Yates said: “The Echo has backed the City of Culture 2021 bid from day one. It is vital the city’s local paper is supportive of all that is great about our community and champions such activity.

“The economic benefits to the city would be huge as well as reputation enhancing regionally, nationally and internationally.

“The culture title could bring £100m to Wearside – we hope our extensive content, including ‘Ten useful Mackem phrases’ and ‘Eight must-see locations’, will help the judges chose Sunderland to win.”