The Love Middlesbrough Image Campaign aims to challenge and change the negative image frequently portrayed of Middlesbrough in the national media.

The campaign involves local private and public sector organisations, as well as the Council. There are three parts to the campaign:

1. A local image campaign to build and capture local pride;
2. A national campaign to raise awareness of the positive aspects of Middlesbrough; and
3. The creation of an Ambassadors Club which would comprise well-known and influential supporters of the town.

The local image campaign was launched on 16 August 2008 at Middlesbrough FC’s first home game of the new season at the Riverside Stadium.

The Love Middlesbrough logo has a supporting strap line – ‘cool place – warm people’. This was chosen to reflect visitors’ perceptions of the people of Middlesbrough and the town’s modern and forward-looking attitude.

Love Middlesbrough aims to raise awareness of the positive aspects of Middlesbrough both locally and nationally and features: 

Promoting a positive image of Middlesbrough in regional and national media;

• The development of lovemiddlesbrough.com including key facts and latest news
• The development of lovemiddlesbrough.info which features a monthly e-newsletter
• Lovemiddlesbrough merchandise including t-shirts, mugs and badges
• The creation of lovemiddlesbrough animation games aimed at adults and children
• Social networking sites/development
• The creation of a communications group with key partners

The National PR campaign will involve working on press trips and press activity with partners and ambassadors to highlight the positive aspects of Middlesbrough.

The campaign has Working Neighbourhood Funding until March 2011. For further information visit www.lovemiddlesbrough.com.