Regional development shop One NorthEast has dropped Newcastle-based Mitchell Halton Watson (MHW) and taken on Admiral PR and Marketing.
The agency, also based in Newcastle, will handle regional image campaign ‘passionate people, passionate places’, and support One NorthEast’s tourism strategy.
Leading the account is MD Georgie Cameron, who reports to regional image manager Julia Banks. ‘This is a wider brief than in 2005, which only covered the regional campaign. This brief reflects the synergy between regional image and tourism marketing,’ said Banks.
Admiral beat Golley Slater, Lucre Communications and BGB Communications.
The regional image campaign aims to increase awareness of the North-East and its attractions, including Hadrian’s Wall. It is also designed to attract more leisure and business visitors, woo investment, and update perceptions of the region.
MHW worked with One NorthEast for a year. Fees are thought to be £140,000.
Stacey Hall is director of comms at One NorthEast.