Two sister dailies have revived a campaign celebrating the best of their patch which they last ran almost a decade ago.
The campaign was run for six years after being launched in 2005 by the regional development agency One NorthEast, but was shelved in 2011 when One NorthEast was abolished.
Both titles splashed on the campaign’s launch on Monday.
Editor-in-chief Helen Dalby said: “Too often, the North East is portrayed on the national stage as a place of deprivation and a problem for governments to solve.
“There are many challenges in the North East and we will never shy away from highlighting them or campaigning to improve our communities. But everyone who lives in the North East knows that is a special place with stunning scenery, warm and funny people, great businesses and welcoming communities.
“We have five great universities, two Areas of Outstanding Natural Beauty and the country’s favourite National Park. We host national and international sporting events, lead the country in cultural renewal and know better than anyone how to have a good time.
“From Viz to vegan sausage rolls, from Ant and Dec to the Angel of the North, this is a region of Passionate People and Passionate Places and we should never be afraid to celebrate that.”
The papers’ owner Reach plc has worked with Newcastle Gateshead Initiative, the North East Tourism Alliance and other organisations on the revived campaign.
NGI chief executive Sarah Green said: “Everything we do at NGI is about championing our fantastic region, attracting visitors, conferences and events and new investment to the area through national and international campaigns and partnership activity.
“As a region we have so much to be proud of – from the growing visitor economy and vibrant hospitality sector, through to our thriving business community, world-class centres of excellence and growing reputation in key sectors.
“There’s a really strong story to tell and the new Passionate People Passionate Places campaign will provide a platform to showcase such success stories here in the region, building local pride and reminding us all why it’s such a great place to be.”