Here's another clue: 'If the brand were a personality it would be James Bond, with his cool sophisticated exterior but all action and excitement underneath.' The answer may surprise you: Northamptonshire. Yes, this is how Explore Northamptonshire sees its product, according to an 'invitation to tender' for a £30,000 consumer PR campaign obtained by Diary.
An agency source tells us: 'This is somewhat overambitious and removed from the reality of Northamptonshire. The James Bond thing is hilarious.'
London agency Kinross & Render, which has bagged the brief, responds on Explore's behalf: 'The analogy of Bond was used to represent the overall tone of the brand for the brief. It is not one we expect to promote externally.'
Before Diary can joke that the brief was clearly for our eyes only, K&R adds: 'Explore recognises the challenge in competing with higher-profile destinations.'
A licence to thrill, for sure.