Evolutionary biologist, primatologist and broadcaster Dr Ben Garrod has thrown his support behind Norfolk Day in becoming an ambassador for the initiative.
Born and raised in Great Yarmouth, Dr Garrod joins The Very Reverend Jane Hedges, Dean of Norwich Cathedral, and chef Charlie Hodson of Woodforde's and Charlie's Norfolk Food Heroes as ambassadors for the July 27 event.
Mr Garrod said while he had been lucky enough to live and work around the world, he still thought Norfolk was the best place to be.
'I still see myself as a Norfolk boy,' he said.
Mr Garrod described Norfolk Day as a 'great idea for anyone wanting to celebrate who they are and what they have on their doorstep'.
He said the county had a lot going for it and residents often forgot how lucky they were to live in such a beautiful spot.
'Norfolk has so much to offer, from the history and heritage to beautiful habitats and wonderful nature.
'We're a huge secret and not many people outside of the county know about us, although that is changing.
'I think we play on that and it's part of the charm of Norfolk – if you know about it, you know what a special place it is.'
He said residents should feel proud of the county's abundance of attractions.
'I think that being proud about our heritage and culture and our natural assets we should shout about it.
'There's so much more to Norfolk though.
'We have some very high achieving areas of industry including agriculture, technology and science.
'We need to celebrate where we are from, what we have and what we can be.'
Norfolk Day is backed by the EDP, Norwich Evening News and BBC Radio Norfolk.
Companies, individuals, communities, attractions and organisations are being asked to put their thinking caps on and come up with ways to celebrate their pride and passion for Norfolk.
Details of events will be revealed in the newspaper, online and via social media.
• To get involved email norfolkday@archant.co.uk, tweet @norfolk or log on to the Norfolk Day Facebook group.
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