North vies with Scots and Welsh for US cash

The North of England is to begin marketing itself as a single region, launching itself into a £2.25m battle with Wales and Scotland for new American investment.

While Scotland and Wales have benefited from their national status and the romantic image of the Celts, the North's marketing efforts have so far been held back by rivalry between counties and cities.

But now, the North's three regional development agencies have concluded a joint marketing pilot project in Atlanta, Georgia, and are ready to appoint 17 staff to sell the North to American businesses not labouring under the misapprehension that the region means whippets, mills and Coronation Street terraces.

The agencies are establishing points of superiority over the Celts. Jon Moore, acting head of inward investment at Yorkshire Forward, the York-shire and Humberside agency, said: "We are positioning ourselves as the ideal base for US companies seeking a European base... American investors bringing bulky supplies across the Atlantic may value Merseyside, while 15 per cent of UK seaborne trade is out of Hull, Immingham and Grimsby."

The marketeers are also aiming to change perceptions about the size of the North. "The population of Yorkshire and the Humber is five million, the same as Scotland. There's a perception that Scotland is bigger," Mr Moore said.

His agency and those for the North-west and the North-east, who are selling the North from a one-person office in Atlanta, will expand to Boston, Chicago and Los Angeles from next April. Inward investment leads will be fed back to the three agencies, which will recommend prime locations from their area, based on infrastructure, availability of labour and other factors.

Local rivalries are the biggest threat to the North's new quest. Five years ago this was reflected in the myriad local marketing campaigns, from Corby and Wearside to Liverpool and Wirral. Even now, the agencies are planning separate brand campaigns.

In Scotland, sub-regions are forbidden by law to market themselves overseas lest they confuse the efforts of Locate in Scotland, Scottish Enterprise's inward investment arm, which spends £9m a year on overseas marketing. The Welsh Development Agency co-ordinates the promotion of Wales.

The North says its attributes include the presence of 50 per cent of the UK's manufacturing base and seven of the world's top 10 companies. But comparative marketing budgets suggest Scotland and Wales will take some beating. Scotland's comparative fiscal freedoms mean spending can be directed to win investors.

When Chunghwa, a Japanese manufacturer of cathode ray tubes, moved to Glasgow two years ago, a trunk road junction was built for the firm. For the North to do the same, applications would have to be made to the Department of the Environment.

Life and Style
A teenager boy wakes up.
Life and Style
It is believed that historically rising rates of alcohol consumption have contributed to the increase
food + drink
The erotic novel Fifty Shades of Grey has already been blamed for a rise in the number of callouts to the fire brigade for people trapped in handcuffs
voicesJustine Elyot: Since Fifty Shades there's no need to be secretive about it — everyone's at it
Arts and Entertainment
Critics say Kipling showed loathing for India's primitive villagers in The Jungle Book
filmChristopher Walken, Bill Murray, Scarlett Johanssen Idris Elba, Andy Serkis, Benedict Cumberbatch, Cate Blanchett and Christian Bale
Have you tried new the Independent Digital Edition apps?
ebooksAn unforgettable anthology of contemporary reportage
Life and Style
Playing to win: for Tanith Carey, pictured with Lily, right, and Clio, even simple games had to have an educational purpose
lifeTanith Carey explains what made her take her foot off the gas
Arts and Entertainment
The White Sails Hospital and Spa is to be built in the new Tunisia Economic City.
architectureRussian billionaire designs boat-shaped hospital for new Dubai-style Tunisia Economic City
Arts and Entertainment
You could be in the Glastonbury crowd next summer if you follow our tips for bagging tickets this week
Husain Abdullah returns an interception off Tom Brady for a touchdown
nflLeague has rules against 'sliding to ground on knees'
Life and Style
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Java Developer - web services, XML and API

£330 - £350 Per Day: Clearwater People Solutions Ltd: Our client based in Lond...

Maths Teacher

Negotiable: Randstad Education Reading: Maths Teacher required to teach Furthe...

Primary teachers required for schools in Norwich

£21000 - £35000 per annum: Randstad Education Cambridge: Primary teachers requ...

Trainee Helpdesk Analyst / 1st Line Application Support Analyst

£18000 per annum: Ashdown Group: An established and growing IT Consultancy fir...

Day In a Page

Isis is an hour from Baghdad, the Iraq army has little chance against it, and air strikes won't help

Isis an hour away from Baghdad -

and with no sign of Iraq army being able to make a successful counter-attack
Turner Prize 2014 is frustratingly timid

Turner Prize 2014 is frustratingly timid

The exhibition nods to rich and potentially brilliant ideas, but steps back
Last chance to see: Half the world’s animals have disappeared over the last 40 years

Last chance to see...

The Earth’s animal wildlife population has halved in 40 years
So here's why teenagers are always grumpy - and it's not what you think

Truth behind teens' grumpiness

Early school hours mess with their biological clocks
Why can no one stop hackers putting celebrities' private photos online?

Hacked photos: the third wave

Why can no one stop hackers putting celebrities' private photos online?
Royal Ballet star dubbed 'Charlize Theron in pointe shoes' takes on Manon

Homegrown ballerina is on the rise

Royal Ballet star Melissa Hamilton is about to tackle the role of Manon
Education, eduction, education? Our growing fascination with what really goes on in school

Education, education, education

TV documentaries filmed in classrooms are now a genre in their own right
It’s reasonable to negotiate with the likes of Isis, so why don’t we do it and save lives?

It’s perfectly reasonable to negotiate with villains like Isis

So why don’t we do it and save some lives?
This man just ran a marathon in under 2 hours 3 minutes. Is a 2-hour race in sight?

Is a sub-2-hour race now within sight?

Dennis Kimetto breaks marathon record
We shall not be moved, say Stratford's single parents fighting eviction

Inside the E15 'occupation'

We shall not be moved, say Stratford single parents
Air strikes alone will fail to stop Isis

Air strikes alone will fail to stop Isis

Talks between all touched by the crisis in Syria and Iraq can achieve as much as the Tornadoes, says Patrick Cockburn
Nadhim Zahawi: From a refugee on welfare to the heart of No 10

Nadhim Zahawi: From a refugee on welfare to the heart of No 10

The Tory MP speaks for the first time about the devastating effect of his father's bankruptcy
Witches: A history of misogyny

Witches: A history of misogyny

The sexist abuse that haunts modern life is nothing new: women have been 'trolled' in art for 500 years
Shona Rhimes interview: Meet the most powerful woman in US television

Meet the most powerful woman in US television

Writer and producer of shows like Grey's Anatomy, Shonda Rhimes now has her own evening of primetime TV – but she’s taking it in her stride
'Before They Pass Away': Endangered communities photographed 'like Kate Moss'

Endangered communities photographed 'like Kate Moss'

Jimmy Nelson travelled the world to photograph 35 threatened tribes in an unashamedly glamorous style