A regional daily has launched a worldwide campaign aimed at promoting a nautical festival taking place on its patch next year.

The Sunderland Echo has announced its ‘Wear On Board’ scheme ahead of next year’s Sunderland leg of The Tall Ships Races, which are held annually across the world.

The Echo is urging readers to download its promotional poster for the event, with hopes it will be posted across the world.

When the Echo’s sister daily the Hartlepool Mail ran a similar campaign during its Tall Ships leg in 2010, it reached more than 50 countries.

Johnston Press North East editorial director Joy Yates said: “We can’t wait for this exciting event to arrive and what a fantastic opportunity this is for our city.

“We want to make sure everyone in Wearside and County Durham has a chance to get behind the races. This is that chance.

“It doesn’t matter if you are going on holiday within the UK or much further afield. Every picture taken counts. Let’s send a message to the world that Sunderland is ready for this and we are all behind it.”