A CAMPAIGN has been launched to create a new identity for Newcastle and Gateshead and boost the area's economic prosperity.

Newcastle Gateshead Initiative, a partnership between the two local authorities on opposite banks of the Tyne, and the private sector, wants to make the area a leading destination for tourism and business.

Newcastle Gateshead is undergoing £1bn of development and bidding to become European Capital of Culture in 2008.

The campaign will focus on this regeneration and the area's modern image to help change people's perceptions and increase economic prosperity.

Neil Rami, the initiative's chief executive, said yesterday: "From the day the Angel (of the North) arrived in 1998, to the opening of Music Centre Gateshead in 2003, this area will have radically changed forever.

"We have seen what extraordinary power new developments such as Gateshead Millennium Bridge or massive restoration projects like Grainger Town can have in attracting media attention and bringing people here.

"Now is the time to capitalise on this, and make sure we give everyone living and working in Newcastle and Gateshead more power to their elbow to be the area's best ambassadors."

The first phase is a £1m marketing campaign, including the launch of the region's first commercial Convention Bureau which will bring in more major conferences, market city breaks and organise a national and international public relations campaign.

The advertising campaign has been created by Newcastle advertising agency Robson Brown, and aims to give the people of Newcastle and Gateshead the information they want about developments on both sides of the river.

It will also give visitors a preview of what is to come before the campaign extends outside the area.

Over the next few months, people can expect to see advertising local newspapers, on radio, on billboards and on the Metro rail system.