The county is set to launch a new identity that tourism chiefs hope "captures the heart of the place, the positive energy of the people and their desire to protect their authentic way of life".

Northumberland Tourism (NT) this week unveiled its vision for a future marketing campaign for the county, called Northumberland: An Independent Spirit.

"Our research shows that many people in the UK don't know where Northumberland is, what it's like or what it stands for," said Giles Ingram, chief executive of NT.

"It's crucial for us to have a distinctive identity to promote the county against competitor destinations such as Yorkshire and the Lake District.

"We hope we have captured the spirit of the county with this new identity and so far everyone has loved it," said Giles.

NT has worked with partner organisations, development trusts, businesses and communities with London-based destination brand specialists Small Back Room (SBR) on the £40,000 project since March.

SBR travelled throughout the county, talked to people and businesses and gathered their thoughts and insights.

"It has been useful having consultants from outside of Northumberland as they had no pre-conceived ideas of what the county was like," said Giles.

"Through this work we have arrived at something the community can identify with and back with pride, and businesses are already planning how to use the brand.

"This work creates an insitinctive connection with our customers, giving them a compelling reason to visit."

Businesses will be encouraged to use the identity on their products and services to raise their profile and boost opportunities nationwide.

A test programme is under way to asses how well the identity works with the likes of food product labels and accommodation literature.

There will be a full launch of the concept in March after the consultation, when a new website will be unveiled.