JUST how "alive" is the is the marketing of the Yorkshire Alive With Opportunity brand?

One of the region's best known marketing campaigns is to come under the spotlight as part of a review into how Yorkshire and Humber's economy is faring.

Businesses and people across the region are being asked to help look at how marketing and investment activities are helping contribute to the Regional Economic Strategy driven by Yorkshire Forward.

The review is being carried out by the Yorkshire and Humber Assembly as part of its "scrutiny" role, required by government to ensure money spent on economic development is well targeted.

Being looked at carefully is the Yorkshire Alive With Opportunity branding initiative.

The other part of the scrutiny process involves asking organisations and individuals in the region for their views on the development of activity to attract and retain inward investment. The review will focus on two key aspects:

The marketing of the region, specifically through the use of the "Yorkshire- Alive with Opportunity'' brand and

Efforts to increase, retain and embed foreign investment in the region.

Peter Box, chairman of the Assembly, said the review would improve understanding of the way in which marketing and investment initiatives have been developed and delivered.

"It will also look at what can be improved to ensure future work in this field offers Yorkshire and Humber the best possible opportunity of opening up new markets and capturing new business,'' he added.

"To do this, it's important we find out from people and organisations who may have had experience of this activity how effective initiatives and campaigns have been.'

The scrutiny process will be carried out by a panel of trained scrutineers made up of members of the Assembly and its Commissions."

Updated: 09:47 Tuesday, June 22, 2004