Middlesbrough publisher, Resolution, has had to go to new heights to release its new publication This Is Tees Valley.
The annual publication was originally intended for nationwide events, to promote the Tees Valley region across the UK, but shortly after its first run in January, the lockdown started.
With air travel beginning to restart, the publisher has now agreed a deal, which will see the 84-page publication used as an in-flight magazine for Eastern Airways.
“We have gone to great lengths to make sure we achieve what we set out to do – to promote our region to the whole of the UK,” explained Resolution Director Dave Allan.
“Not having national events to exhibit This Is Tees Valley, as we’d originally planned, created an unexpected, although not an insurmountable, challenge for us – but having copies on all flights in and out of Teesside is a major coup.
“It will mean we’ll still be able to get copies of This Is Tees Valley out there across the UK and indeed the world, despite the set-back of the Covid-19 pandemic, promoting not only our region, but also the many businesses featured within the publication.”
With an initial run of 10k, the launch is being supported by local businesses and Tees mayor Ben Houchen.
“We launched This is Tees Valley at the start of the year, full of positivity for 2020 and the region – no one expected the year to develop like it did,” added Mayor Houchen.
“However, as we begin our economic recovery from the coronavirus pandemic, it is all the more important that we shout about everything Teesside, Darlington and Hartlepool has to offer, from its top-quality sites and developments primed for business investment to the expertise of its workforce and world-leading research facilities.
“We launched the magazine at Teesside International Airport as a clear mission statement, that we are an outward-looking, global area ready to throw our terminal doors open to inward investment from across the world.”
Specially-designed Covid stickers, supplied by Redcar firm First Choice Labels, have been added to all copies of This Is Tees Valley on board flights, making sure passengers take them away.
As well as copies going on flights, Resolution have also mailed more than 1,000 copies to a select national mailing list, made up mainly of pension investment funds, commercial property agents and large employers.
