News Article

Passions for North East England are set to reach new heights this Valentine’s Day evening when the first ever television advert promoting the region is beamed into the heart of millions of homes across the country reaching 7.4 million viewers.

Directed by internationally acclaimed director Adrian Moat from North Shields and funded by One North East, the commercial will play an important role in raising awareness of North East England, attracting tourists to the area and boosting the region’s economy.

Filmed at a range of locations across the region, the advert captures the spirit of North East England through the eyes of a young couple as they discover the North East’s breathtaking landscapes, its bustling cities, iconic landmarks and famous welcome.

To be aired in 60, 40 and two 30 second versions, the advert features The Angel of the North, Hadrian’s Wall, Penshaw Monument, Bamburgh and Seahouses, Durham Cathedral, the Farne Islands, Gisborough Priory, High Force, NewcastleGateshead, Roseberry Topping and Stanhope.

Viewers in North East England will have their first chance to see the advert at approximately 7:15pm tomorrow night (14th February) during the commercial break in Emmerdale on ITV1 North.

The advert will continue to air nationwide throughout February and March on over 1,000 spots on ITV1's Tyne Tees, Granada and Yorkshire regions, Channel 4's Tyne Tees, Granada, Yorkshire and Midlands regions, Five's Tyne Tees, Granada and Yorkshire regions and on national satellite channels including Sky Sports, ITV2, More 4, E4 and Discovery.

One year on from the launch of the North East England Tourism Strategy aimed at attracting millions more tourists to the region, and nine months into the Regional Image campaign, the commercial will further boost the profile of North East England and support the multi million pound tourism and Regional Image marketing campaigns targeting local, regional and international markets. 

Viewers will be directed to call for a free Short Breaks and Holiday Guide or visit www.visitnortheastengland.co.uk for further information.

Stacy Hall, Director of Communications at One North East, said: “The North East England tourism industry already brings £1billion a year to the regional economy. However, our aim is for it to contribute considerably more and to play a central role in our plans to achieve a vibrant and sustainable North East economy. 

“This television campaign is an important step forward in communicating the many great attractions of the North East to a wide audience who, in many cases will have limited understanding of our region and all it has to offer.  I am confident that this strikingly beautiful commercial will capture the imagination of those who view it and inspire many to come and discover our region for themselves.”

The advert’s director, Adrian Moat, is part of the team at RSA Films, South Shields-born director Ridley Scott’s company. Adrian has worked all over the world on commercials for companies including Nissan, BMW, Motorola, Seiko and San Miguel.

He said: “Having the opportunity to work on an advert for my home region and to influence the way in which people view this amazing place has been an extremely challenging yet exciting and very gratifying experience for me. North East England is a region of dramatic contrasts and great beauty.  I very much hope that those who love and know it well will feel deeply proud of their region when they see the advert and that those who have yet to discover the North East feel compelled to visit.”

Newcastle-based creative agency Different, which has managed the ‘Passionate people. Passionate places’ North East England campaign from day one, has co-ordinated the production of the TV advert.  Also part of the production team was Adrian’s sister and Cullercoats resident Carolyn as well as Mallinson Television Productions (MTP), a company chosen because of its expertise and excellent reputation, having worked on adverts for companies including Honda and Carling in the past.

Regional input into the making of the advert has been strong throughout, with the majority of the cast and crew, equipment, facilities, accommodation during production, transport, clothing and even the walkie talkies used by the crew, sourced from companies in the region.

Working with Different, RSA and MTP have delivered a package that offers the necessary combination of high quality production and value for money.  The production costs are £215,000, which is just over 20 per cent of the total £998,000 budgeted spend – the average for commercials like this is 25 per cent.

Highlight programmes in the schedule for viewers in the North East include:
14 February 19:15  ITV1 North 60” Emmerdale
14 February   20:30  ITV1 North 60” Love in a Foreign Climate
14 February 21:30  C4 North 40” How to Divorce
15 February 19:45  ITV1 North 30” Coronation Street
16 February 23:01  ITV1 North 30” ITV News
17 February 22:28  ITV1 North 30” A Touch of Frost
18 February 20:15  ITV1 North 40” Who Wants to Be A Millionaire
18 February  21:45  ITV1 North 40” Rosemary and Thyme
19 February 22:05  ITV1 North 30” Miss Marple
20 February 21:15  ITV1 North 30” Northern Lights
21 February 19:28  ITV1 North 30” Emmerdale
21 February 21:50  C4 North 30” Ramsay’s Kitchen Nightmares
22 February 16:30  C4 North 30” Deal or No Deal
22 February 21:30  C4 North 30” Brat Camp 3
23 February 19:15  ITV1 North 30” Emmerdale
24 February 21:30  ITV1 North 30” A Touch of Frost
25 February 21:15  ITV1 North 30” Drama
26 February 20:15  ITV1 North 40” Wild at Heart
26 February 23:01  ITV1 North 30” Midsomer Murders
27 February 19:58  ITV1 North 40” Coronation Street
28 February 21:45  C4 North 30” Ramsay’s Kitchen Nightmares

For more information, additional photography or to attend the preview event please contact: Debbie Sharratt 0191 229 6845 or Julia Banks 0191 229 6719

  Notes to editors:

Alongside their international film careers, Adrian and Carolyn Moat are also heavily involved in raising funds to support clinical activity and research into the causes and treatment of leukaemia for the charity Leuka through the Fireflies Ride initiative.  Further information on www.thefirefliesride.com and www.leuka.org.uk

One North East is leading the regional image campaign for North East England. The campaign harnesses the region’s best assets to position North East England as a great place to do business, live, work, study and visit. Aiming to create strong and positive new perceptions about the North East regionally, nationally and internationally, the "Passionate People. Passionate Places" campaign features the very best the region has to offer through its people and the key areas of history and heritage, coast and countryside, city culture and innovative business. For more information please visit www.northeastengland.co.uk