Reach plc


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.

Different retained iconic purple branding recognisable from the original campaign, but created an entirely new identity to reflect regional pride and the dynamism of the modern North East.

They also created “I’m Passionate About…” branding that encourages individuals, companies and other organisations to adopt the brand as their own and become ambassadors for the region.

Ben Quigley, Different’s CEO, said: “As the people behind the original Passionate People Passionate Places campaign, we are thrilled to have reimagined it for 2020. With the eyes of the world on North East England right now, it seems this is a time when this much-loved campaign seems even more relevant than ever.” Mell Black, senior content and copywriter, added: “This was a fun brief to get. We all live and work in the North East so we all had a different person, project or cause that we could see working within the campaign.”

ChronicleLive, Chronicle and Journal 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.”

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