Page last updated at 21:30 GMT, Wednesday, 3 March 2010

'North Londonshire' label for Northamptonshire attacked

Corby has in the past been advertised as an easy commute to London

A £1.3m marketing scheme to rebrand Northamptonshire as "North Londonshire" is a waste of money, say campaigners proud of their county's name.

North Northamptonshire Development Corporation (NNDC) said it is using the slogan to attract business keen for links with London and the South East.

But angry campaigners have set up a Facebook group called "Northamptonshire is NOT North Londonshire!"

The group, set up three days ago, has already gathered more than 340 members.

his is a London-facing campaign, it is not about rebranding our area
Simon Evans
North Northamptonshire Development Corporation

Julie Parsons, from Northampton, who set up the Facebook group against the campaign, said: "I think it's a gimmick and it's a waste of public money.

"We're in a time when there's massive cuts in public spending, both across the country and in the county. To spend money on something like this is wrong."

But, despite the opposition, the North Northamptonshire Development Company said the three-year campaign was not about "rebranding" the area but about attracting new investors.

Chief executive Simon Evans said: "This is a London-facing campaign, it is not about rebranding our area.

Tube posters

"The North Londonshire tagline is clearly going to stimulate awareness of our area and highlight how well-located and connected our business, housing and leisure offers are for the huge market place in London and the South East.

"We need to grab the attention of potential investors, employers and house-buyers if we are to increase local job opportunities and spending power."

The campaign is expected to include posters across London Underground as well as radio advertisements in the capital.

Its start date has yet to be confirmed, but it is projected to cost £1.28m over three years.

Of this, £700,000 will come from the private sector and £580,000 from public sector funding, the North Northants Development Company confirmed.

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