Conservative politicians are proving they don't always chose the right words to describe a part of the country where they most need a surge in support at the polls.
Lord Howell of Guildford was recently forced to apologise when he referred to the north east as "desolate" (he later said he meant the north west but the damage was done).
Tonight Boris Johnson has been pondering where to house Britain's vastly expanding population.
He said Britain's northern cities were "depopulated."
Not on the same scale as "desolate", perhaps, but the Tories might want to find some more positive words beginning with the letter "d" to describe The North.
Delightful? Dynamic? Dramatic?