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
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More in the way of cloud overnight but staying dry for many with only the odd light shower lingering at first.
Family and friends will hold a private service in "the city that he loved so much and which loved him”.
Norwich Cathedral's Master of Music is running the London Marathon as Great Ormond Street Hospital's mascot 'Bernard the Bear'.