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This paper examines how culturally‐based images have and do effect the economic fortunes of various regions and localities within the UK. At the heart of the analysis is the North‐South divide in the UK, and whether this is a cultural or an economic construct. The divide has economic reality but there is also a regional dimension rooted in literary and modern media images. This image of a divided Britain is deeply rooted in the consciousness of future decision‐makers. In response to the negative implications of these regional constructs, economic development agencies have placed greater emphasis on the cultural content of their promotional materials. These contribute to deconstructing stereotypes and to attracting key personnel in an increasingly consumerist society.