A MULTI-MILLION pound campaign aimed at promoting the North-East around the world was last night welcomed by business leaders.

The marketing strategy is designed to raise the profile and improve the image of the region among people who live and work here, as well as potential visitors and investors.

It is also hoped the campaign, which will cost £15m over three years, will encourage young people who see their future away from the North-East - as many as six out of ten, a survey reveals - to think again about leaving the area.

The drive - developed and led by regional development agency One NorthEast - will feature a series of adverts called Passionate People, Passionate Places, in national newspapers.

A new logo, bearing the title North-East England, will be displayed on taxis in the region and in London, as well as railway stations on the East Coast Main Line, the London Underground and airports.

The move comes after a survey showed awareness of what the region had to offer was low, and people living here were not active in selling the North-East to others.

Hotel owner Christopher Davy, who features in one of the adverts, welcomed the campaign.

Mr Davy, who runs the Rose and Crown in Romaldkirk, near Barnard Castle, County Durham, said: "I am delighted we have lost the Northumbria tag, which we had because of the tourist board, because it was inappropriate - especially to places like us.

"We have now got the North-East England brand, which is much better, means a lot more and embraces the entire region."

He added: "I want people to come to the region, and this campaign will help, but I find that it is quite easy to sell the product because it is a very good product to sell."

The campaign was launched at Seaham Hall, County Durham, in the week a survey showed six out of ten teenagers were considering moving from the region when they finished their education.

Almost half the 1,400 pupils questioned for the study also said they did not think the North-East offered them good employment opportunities.

The results of the research were described as tragic by George Cowcher, the chief executive of the North East Chamber of Commerce.

One NorthEast chief executive Alan Clarke said: "How our region is perceived both within the North-East and externally is vitally important to our future success and economic prosperity.

"Quite simply, if North-East England is to achieve the regional, national and international recognition it deserves, we must significantly increase awareness of our superb assets, unique selling points and many successes."