It's been the butt of comedians' jokes for many a year - but now the rural County of Norfolk is fighting back with a bold campaign to champion itself not just as a fantastic place for a holiday, but also a world class business destination.

Already the home of blue chip companies such as Aviva, Virgin Money and the iconic Lotus Cars plus health and life sciences, renewable and sustainable energy companies, Norfolk's top 75 generate business worth £28billion. But Norfolk has historically suffered from outdated perceptions and stereotypes reinforced by the likes of Alan Partridge and Jeremy Clarkson - and even Noel Coward.

Starting today the county is turning an old stereotype 'Normal for Norfolk' - a phrase formerly used to denigrate the county and its inhabitants - on its head and using it as branding in a major campaign to position the county as a world class place to work.

The seven month campaign aims to help bring 5,000 high value jobs into the county - and treble the number of enquiries about investing in Norfolk.

World Class: Normal for Norfolk will use television, online and poster adverts plus an interactive website and media coverage to champion the county and bust myths about Norfolk.

Part of the campaign is to ensure Norfolk is at the forefront of the minds of UK business leaders as they seek to reinvest in the wake of the recession.

Daniel Cox, Leader of Norfolk County Council (NCC), said it was high time the county stood up for itself to show what really is normal for Norfolk now.

“Many people will have only just returned from their holidays in Norfolk this year, and know everything there is to know about how lovely it is to visit, but our campaign aims to make sure that people see working in Norfolk or with Norfolk companies offers them a real competitive advantage.

“World class businesses and a great work/life balance are normal for Norfolk - and, of course, they go hand in hand with our world class sense of humour!”

Mark Hodges, executive director of the recently successfully rebranded global insurance business Aviva and chairman of Shaping Norfolk's Future, the county's economic partnership, said: “Norfolk has a vibrant business scene and dozens of world class businesses. It's time to spread that message far and wide and this campaign will help us achieve that. Norfolk is well known for its beaches and beautiful scenery, it is less well known as a great business location. World Class Norfolk will help change that."

Mr Cox said the campaign had secured the support of top name Norfolk based companies and that the time had come for the county to shout its success from the rooftops. “Our campaign aims to help bring at least 5,000 more high value, knowledge based jobs to the county, and treble the number of inquiries about investing in Norfolk -all in all not a bad return for the £200,000 campaign cost.”

The campaign spotlights Norfolk companies leading the world in industries such as oil and gas and renewable energy, advanced engineering, finance, creative and IT, health and life sciences and food research.

And Norfolk loving celebrities including actress and Britain's Got Talent judge Amanda Holden, comedian and scriptwriter Kit Hesketh-Harvey, ITV weather girl Becky Mantin and Fame Academy's Richard Park are also lending their support.

Amanda Holden said: "Norfolk truly is world class and it's about time more people realised that! I travel a lot but can honestly say that I am always glad to get back to my holiday home in north Norfolk to walk along wide, unspoilt beaches and enjoy excellent local food and drink in lovely pubs and restaurants.

“Norfolk people are great too, with a fantastic sense of humour and a 'do different' attitude which this campaign highlights. World Class really is Normal for Norfolk!"

The campaign has been devised for Norfolk County Council and Shaping Norfolk's Future by Norwich-based agencies The Point and Tribe.