A holiday firm has come under fire after it launched an advertising paign that implied Geordies were poor to go on skiing holidays.

"I have a dream to make skiing affordable for all… even Geordies."

The adverts by Directski feature a skier and his Saint Bernard, along with a quote from Anthony Collins, the mpany's founder, which states:

But, perhaps unsurprisingly, they have caused offence in the North East and, significantly, have not appeared in any lications in the North.

Martin Callanan, the Tory MEP for the North East of England said yesterday:

"This is a disappointing and outdated southern impression of Geordies which is still prevalent."

Not surprisingly, the company, which sells skiing holidays in urope and the US, decided to run the poster campaign in the South of the country.

The truth is many already enjoy skiing -- they just don't go with this company. "A spokesman for Newcastle City Council said people in the North-East were famed for their sense of humor but the advert was one joke that gone too far".

"The advert is ridiculous and I am outraged on behalf of the people of Newcastle. How dare anyone say this sort of thing?"

And broadcaster Dr Miriam Stoppard, who was also born in Newcastle, said:

Anne Reid, the Newcastle-born star of TV said:

"I learnt to ski while I was studying medicine so we can safely say there is one Geordie who can ski. I think people who make these sort of comments have never been to Newcastle."

A spokesman for the Advertising Standards Authority said last night it was unable to investigate the campaign as it has not received any complaints from members of the public.

She said: "We are disappointed that this company is peddling an informed vision based on outdated stereotypes."