KINGSPORT -- "Performance USA," a new marketing initiative of the Regional Alliance for Economic Development, was unveiled Thursday at the Meadowview Conference Resort & Convention Center.

The announcement marked the conclusion of a two-year process involving community members and marketing experts within the Alliance's 10 counties in Northeast Tennessee and Southwest Virginia, including Greene County.

The new marketing initiative will be used to recruit companies by promoting the region to the world as "a superior place to live and to work," according to Newt Raff, chairman-elect of the alliance's board of directors.

Scott Niswonger, the Greeneville businessman and philanthropist, is chairman of the Regional Alliance's board.

Andy Burke, president and CEO of the Alliance, said the initiative includes the acknowledgment of the region's most internationally recognizable asset, which unanimously was agreed upon as the Bristol Motor Speedway.

He listed the region's top nine other benefits to companies:

* low-to-no-risk for natural disasters;

* high quality transportation by air, land and rail;

* central location in the eastern United States;

* high quality of life;

* home to two Malcolm Baldridge Award-winning company headquarters -- Eastman Chemical Company and Pal's Sudden Service;

* highly-influential culture, including the Birthplace of Country Music in Bristol, the International Storytelling Center in Jonesborough, the Daniel Boone Wilderness Trail in Kingsport, historic towns and communities and the Barter Theatre in Abingdon, Va.;

* workforce has high productivity and low unionization;

* low cost of living; and

* abundant and inexpensive energy available.

A key component in the Performance USA initiative is to actively promote on-site tours of the region to influential real estate advisors and site consultants.

These tours will include on-site visits to related companies and regional leaders and an aerial tour of the region when available.

Raff said the Alliance has been targeting three major industries: automotive, aviation and pharmaceutical.

Burke said Performance USA also will be promoted through print media, mailings and the Internet.

For more information on the Regional Alliance for Economic Development, visit www.alliancetnva.com.

For more information on Performance USA, visit www.performanceusa.org.