A ski operator has been slammed for an adverting campaign that suggests people living in the northeast of England are too poor to take a winter sports holiday, writes the Daily Mail.
Dublin-based Directski is running adverts in the south which quote founder Anthony Collins saying: "I have a dream to make skiing affordable for all …even Geordies."
Although the Advertising Standards Authority said it had not received a single complaint from the public, Tory MEP for the northeast Martin Callanan described the campaign as ‘disappointing’ and said that it presented an outdated view of Geordies.
A spokesman for Newcastle City Council said the advert was a joke that had gone too far.
Directski marketing manager Neal Collins told the paper the company had not meant to cause offence, but said research showed that people in the northeast skied less than people living anywhere else.
By Linsey McNeill
