Marketing a new identity to promote Northumberland

Nov 25 2009 by Chris Ward, The Journal

THIS is a sneak preview of how tourism bosses believe Northumberland’s identity could be portrayed in the future.

It follows an announcement from Northumberland Tourism that it plans to “present a new face to the world” in 2010.

As part of a re-focussing of advertising and promotion the travel chiefs are aiming to lure more big-spending holidaymakers to the area.

This, they say, will ensure the lucrative £710m tourism market continues to thrive without overcrowding the county and destroying the undiscovered feel which underpins its appeal.

Following a £40,000 consultation Northumberland Tourism believes the image which will best serve the county is selling its “independent spirit”.

While the re-branding has already produced a new working-logo and some mocked-up information leaflets, Giles Ingram, Northumberland Tourism’s chief executive, has been quick to stress the understanding among tourism business of how they can work together to sell the area, at home and abroad is paramount.