World Headquarters worked into Drummond Central, the Newcastle based creative agency, on one of their client projects for Northumberland County Council.

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The challenge was to encourage visitors to Northumberland to treat the county with respect. In the summer of 2021 visitor numbers were expected to be sizeable - indeed many hotels, B&B's and visitor attractions were already booked out due to the Covid staycation frenzy.

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Our concept was to connect the visitors with the locals as directly as possible. In a simple play on one of the most famous tourist logos of all time - the seminal 'I ❤️ NY' logo by Milton Glaser - we switched the 'I' for 'Northumbrians', and updated the red heart to represent the strikingly recognisable red and yellow hatched Northumbrian flag.

This allowed us to communicate multiple messages about being a good visitor from the point of view of the people who know and care for the area best: the locals. By emphasising what type of visitors Northumbrians love, we were able to welcome visitors whilst at the same time reminding them to ​'Love it like its yours'.

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Naturally these messages would come across best if they came from genuine locals, so the agency found suitable representatives.

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The outputs included 60" and 30" films, posters, personalisable posters given to local businesses and attractions, social media posts and more.