The bid to win City of Culture status for Durham has received a boost from Sting who is keen to see such a unique asset enjoy the spotlight it deserves.
In a video message, the North East icon says he wants to "add my voice to the campaign" in support of County Durham’s bid to be UK City of Culture 2025.
In the clip, the former Police frontman and award-winning singer-songwriter highlighted the area's wider importance, calling Durham "the historic heart" of the region, a spiritual centre and seat of learning.
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Sting also cited its role during the Industrial Revolution and the mining community which is still celebrated every year in the Gala.
And he said that with the region long overlooked during Government talk of "levelling-up", success in the bid would shine a "much-needed spotlight on this unique and important culture that is the North East".
The Wallsend-born star, whose past shows in County Durham included a memorable performance of A Winter Night- Live from Durham Cathedral, is the latest high-profile figure to back the county's bid which was submitted earlier this month by Durham County Council and principal partner Durham University.
Other supporters include author Bill Bryson; historian, writer and TV presenter David Olusoga; foreign affairs specialist and presidential advisor Fiona Hill; stand-up comedian Lee Ridley - known as Lost Voice Guy - and Olympic athlete Steve Cram.
Local residents and businesses too have come out in support of the bid, made on behalf of Culture Durham: a partnership of cultural organisations from across the county.
The shortlist is expected to be revealed next month ahead of a winner being announced in May.
It is said that securing the title would attract millions of visitors to County Durham and the wider region; create thousands of jobs and support efforts to ensure that the North East benefits from the Government’s 'levelling up' agenda.
Tony Harrington, chair of Culture Durham, said: “We are delighted to have the backing of a musician as iconic as Sting who is an inspiration to so many, especially in his native North East.
“Our region has a rich cultural offer but there is also a great deal of untapped potential.
"This is our chance to show the world how fantastic County Durham and the wider region are and create even more opportunities for people to shine.”
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