Northern has brought in MCG to promote its We Are Northern marketing campaign.

The Leeds agency will create content and execute a series of media and blogger campaigns, stunts and experiential activity as part of the brief.

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Northern embarks on £2m campaign with Leeds agency

“We want to inspire and excite people living in the north of England about the great destinations we can take them to. Our network of 450 stations enables us to take people right into the heart of our region, stopping at remote villages as well as thriving cities,” explained Joanne Morley,  Northern’s head of brand and business development.

“We’ll be unveiling some hidden gems and encouraging people to explore this vibrant and exciting part of the country, tapping in to Northerners’ wit, warmth,  pride in their culture and landscape, focussing on areas including walking, food and drink and heritage.”

The Northern rail franchise is operated by Arrival Rail North.

“We’re delighted to be working on a retained basis with the Northern team on this exciting campaign. MCG was founded in the north of England and we are extremely proud of the region in which we live and work,” added MCG director, Kate Gray.

“It’s great to have the opportunity to showcase it in this way and have the creative scope to explore ideas which encourage people to discover everything this diverse area has to offer.”