Launching on Saturday, the campaign will run until the end of the year, with online activity in addition to press advertising.
It kicks off with a 16-page supplement in the Saturday edition of The Daily Telegraph, featuring boxer Ricky Hatton and racing cyclist Chris Boardman.
The deal is worth an estimated six-figure sum.
PHD North's branded content division Drum Screen previously produced some work to promote the North West of England last year. Centred on a film called The Beautiful North, it featured a cast from the region including Sue Johnston and Johnny Vegas.
The film, supported by online activity, premiered at a London event when it was revealed that Tate Liverpool would host the Turner Prize for the first time.
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