If the Face Fits

Who is the face of North West tourism? And who would make the best brand ambassador to encourage tourism to the region?

I ask the question because the North West Regional Development Agency is seeking to recruit two "high profile faces" as part of a new PR push to raise awareness of the region as a short-break destination this autumn.

Currently, Radio 2 presenter, author and professional Wiganite, Stuart Maconie is handling the task of fronting the campaign.

Maconie lives in Birmingham, although he spends much of his free time in Cumbria.

The micro site, Stuart's Stories has presented travel diary-style pieces that also ran as press advertorials, and a series of podcasts narrated by Maconie to download to your iPod.

It is reported that the campaign has to date produced up to £7.5m worth of coverage, reaching an estimated audience of 15m people.

And, to be fair, he does make an engaging case. I've downloaded a couple of the podcasts myself and have at home a copy of Short Stories for Short Breaks, the accompanying booklet.

But the quest is now on for "high profile brand advocates to create interest and credibility."

The new campaign is set to run from September to the end of the year, with an option to extend it through into 2010.

Writing for How Do, the Northwest media website, Russell Craig, Group Head of External Communications, Manchester Airports Group, suggests:

"... some more renowned North West luminaries such as Albert Finney, Ted Robbins, Victoria Wood or my personal vote - Glossop's favourite son and national porn baron, Paul Raymond."

Who do you think? Ken Barlow from Corrie? The drummer from ill-fated Chester indie band Mansun? Post-Big Brother Terry Christian.

Or should we just give Mark E Smith from The Fall the gig and stand by for an autumn of shambolic ramblings, fisticuffs with journalists and a bust up resulting in Smith sacking the whole band.

I'm making light of light, but there is a serious point here. Cynical as I am about any personality-driven pieces in the newspaper travel sections (not Chris Tarrant goes wild salmon fishing in Canada again, please!), I can see the value of a 'face' in this instance.

By giving the editorial a personal, first-person slant from somebody who commands respect due to profile, expertise, or the ability to express themselves in an informative and entertaining, or ideally all three, it does lend gravitas to the campaign.

After all, readers always relate better to editorial that feels like a mate telling them a story down the pub, rather than a big-money corporate behemoth ramming the message down their throat. At least I do.

So, suggestions then.

Post them below and I'll put them on air on City Talk Breakfast with Duncan Barkes this Tuesday at 7.45am.

Blackpool mon amour

Blackpool gets a pretty bad rap and is clearly keen to reinvent itself. As is the North West Development Agency (NWDA), who recently funded a promotional short film, J'aime la Tour.

   The film takes a deliberately alternative look at the classic British kiss-me-quick resort, highlighting its attractions to French visitors given current currency fluctuations in the Eurozone. 

   Clearly the idea was a success on its launch day with acres of press coverage and the head of tourism interviewed across TV channels. Last time I checked, the film had been watched over 54,000 times on YouTube.

   But not all the coverage was positive, notably a scathing blog from the Mail on Sunday, which suggested that Blackpool should be concentrating on its core market, namely Brits on seaside family hols, not French visitors looking for Vegas sur la mer.

   Having spoken subsequently to people involved, I get the feeling that this was purely a talking-point exercise and there's nothing to substantiate the French angle. 

   Likewise I spoke to several travel editors about this. Their feeling? This was a news story, it's over and there's nothing in it for the travel sections.

   So, here's my question: while the short-term benefit to Blackpool in terms of profile is undeniable, what is the longer-term impact at a time when many Brits are thinking about taking holidays closer to home.

   Does J'aime la Tour sell Blackpool as a place to rediscover or alienate a key audience? Post your comments here and join the conversation.