The campaign to market Nottinghamshire took to the skies with the launch of a campaign centred around one letter.
Up, up and away with the re-branding of Nottinghamshire
The big purple N is the centre of a £180,000 rebranding for the city and county - not focusing on Robin Hood.
Tourist chiefs say the capital letter, seen on a hot air balloon, shows the county is "capital" for shopping, culture, entertainment and countryside.
Experience Nottinghamshire promises a programme of "in your face" promotional activities to follow.
The reputation of the county, and especially the city, have been hit in recent months over murders, gun crime and alcohol-fuelled public disorder.
Experience Nottinghamshire is following the example of successful advertising campaigns for other cities setting out to win people back.
Dr John Heeley, chief executive, said: "Successful place brands of the past, such as I Love New York and Glasgow's Miles Better, have been outstanding promotional campaigns, but what they haven't done is physically fashion a sense of place.
"We see the new Nottingham and Nottinghamshire brands going one better by being out there, in your face and on the streets.
"We really need a platform on which to overcome cynicism and negative publicity. The brands are incredibly exciting and have the power and the potential to be the best ever place brands."
The region's airport - actually nearer Derby and within Leicestershire - was renamed Nottingham East Midlands Airport last year, with bosses claiming Nottingham was the best known city in the region.