NewcastleGateshead Initiative is the destination marketing agency for NewcastleGateshead. Created in 2000 by Newcastle City Council and Gateshead Council as a publicly and privately funded business, Newcastle Gateshead Initiative has developed a strong brand for the area - promoting it nationally and internationally as a place at the forefront of innovative culture-led regeneration and a world-class place to live, learn, work and visit.
NewcastleGateshead Initiative’s mission is to position and promote NewcastleGateshead as a leading European destination for leisure and business visitors through cultural programming, event bidding and high-profile, targeted destination marketing and PR activity.
Development of the NewcastleGateshead Brand
The NewcastleGateshead brand has gone from strength to strength. Organisations from both sides of the River Tyne have pulled together to promote NewcastleGateshead as a vibrant European regional capital. The NewcastleGateshead brand values reflect the dynamic, cosmopolitan, thriving and spectacular area we see and enjoy today. The NewcastleGateshead brand also embodies the creative, passionate, welcoming nature of people living and working in North East England.
To promote NewcastleGateshead as a world-class place in which to live, learn, work and visit.
To deliver economic, employment and social benefits through culture-led tourism, and continue to stimulate regeneration.
NGI’s role is to let the world know about the attractions and quality of life in NewcastleGateshead and we use the brand to encourage people:
• Visit NewcastleGateshead for business
• Visit NewcastleGateshead for a city break
• Visit NewcastleGateshead and North East England for events
• Choose NewcastleGateshead as a place to learn
• Move to NewcastleGateshead as a place to work
• Engage in our cultural programme
Increasing positive perceptions through our campaigns
We’ve changed the way people think about NewcastleGateshead. With our wide-reaching and high impact campaigns, NewcastleGateshead Initiative has had a strong influence over international, national and local perceptions of NewcastleGateshead and the North East as a whole. The media and business opinion leaders we have targeted with the NewcastleGateshead success story are now some of our strongest advocates.
For further information contact us at:
Baltic Place East
South Shore Road
Tel: + 44 (0) 191 440 5720
Fax: + 44 (0) 191 440 5721