Hemisphere has produced a new edition of Prime, the North West Regional Development Agency's magazine aimed at visitors to the region.

Prime pitches itself as a “quirky, insider's guide” to north west culture and includes suggestions on where to stay, eat and what to do.

The new edition features a guide to events at the forthcoming Manchester International Festival, a '48 hours in Manchester' piece and an interview with John Squire from the Stone Roses.

Prime is distributed across Manchester and Liverpool and can be found in hotels, arts houses, cultural venues and tourist information points.

The latest issue includes a call to action for the NWDA's digital advertising campaign, by Vivid, which is running across London underground stations this summer.

Hemisphere director, Sue Vanden, said: “Prime is radically different from the NWDA’s usual tourism marketing materials, in terms of both design and visual approach and content and tone of voice.  Its informative and witty style is clearly appreciated by readers and the magazine has proved hugely effective in raising awareness of the region’s strong cultural offer.

Prime was launched in 2007 as part of a major culture marketing campaign by the NWDA, designed to improve the perception of the region's cultural offer.

The NWDA says its research shows nearly 90 percent of readers chose to visit cultural attractions in the region as a direct result of reading the magazine. It won a DBA design effectiveness award in the consumer print category.