IT is not the first time One NorthEast has had a crack at coming up with a publicly-funded marketing campaign to promote the region.

Three years ago, under a previous management team, the regional development agency came up with a strategy with the meaningless slogan "Here. Now".

It was poorly researched, badly executed, unenthusiastically received and fizzled out as an expensive flop. Here. Now - soon gone.

The new regional image strategy, launched yesterday, is much more promising.

Independently researched, it is founded on the well-known strength of the North-East - the passion of its people. "Passionate People, Passionate Places" fits the bill much better.

How effective the campaign is in attracting investment and promoting the region as a place to live, work, visit and raise families depends on the expertise with which it is delivered and the support it receives.

One NorthEast cannot afford another expensive flop. This time, it has to be a sustained campaign which inspires the endorsement of companies and organisations throughout the region.

The Northern Echo is passionate about the North-East - it has been for 135 years - and we are happy to play our part in promoting this great region, with its outstanding landscapes, friendly faces and first-class workforce.

And this week's survey, showing that six out of ten young people see their futures outside the North-East, underlines the importance of hammering home the message both close to home and around the world.

We must not, and will not, hide the region's failings. But we must also not forget how much we have to be thankful for.