Different worked with regional development agency One NorthEast when the Passionate People, Passionate Places was first envisaged in 2005 as a way of promoting the region as a great place to live, work and visit.
The award-winning campaign was widely praised for presenting a positive image of the North East to the rest of the country, helping to grow tourism, inward investment and regional pride over a six year period. In a bid to foster pride in the area, Reach plc has worked with multiple agencies including NewcastleGateshead Initiative (NGI), the North East Tourism Alliance and other organisations to revive and update the campaign.
So when Reach plc revived the brand, they approached Different to get involved again on re-designing the campaign and producing refreshed branding that could be used across Reach plc’s media platforms locally, regionally and nationally and by other companies in the region. Tasked with re-imagining the brand to make it forward looking, Different brought together a team of its project managers, copywriters, designers and social experts.