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A Different Approach to Supporting Our Passionate Region

Company behind the original Passionate People, Passionate Places campaign plays key role in brand's revival.

Newcastle creative agency 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.

So when The Chronicle and Journal revived the brand, they approached Different to get involved again on re-designing the campaign and producing refreshed branding that could be used both in the newspapers 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.

The team decided to retain the purple branding recognisable from the original campaign, but then created an entirely new logo that aims 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.” “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.”

Passionate People, Passionate Places is being revived by The Chronicle and The Journal, with a series of articles in print and online kicking off what is planned to be a year of coverage for the campaign.

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