Now the name Alan Partridge. To some the fictional radio and TV presenter's association with the East is a source of embarrassment and not to be encouraged.
To others, including Alan himself, he has helped put Norwich on the map especially after today when the world premiere of his new movie, Alpha Papa, with scenes shot in Norfolk, was launched in Norwich rather than the bright lights of London.
Click above to see ITV News Anglia's Jonathan Wills report on Alpha Papa
More top news
As the centenary of the Battle of the Somme approaches, we catch up with Raymond Percival, as he arrives at the army barracks for training.
A chilly but bright start to the day. Cloud and showers will develop later this morning with some sharp downpours expected in the afternoon.
Rain and blustery winds will spread across the region this evening but it will turn clearer later in the night. Further showers tomorrow.