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You are here: Corporate > Business Resources > Our Campaigns

Our Campaigns

Our current marketing campaigns include:

Domestic

City Breaks campaign (September - November 2011)

Campaign aims:

  • To promote NewcastleGateshead as a city break destination to the Nesting Cosmo audience (couples, friends aged 25 – 40 years).
  • To use Turner Prize 2011 at BALTIC Centre for Contemporary Art as a key reason to visit during the autumn period.  

Campaign activity:

  • Insert in Sunday Times (18 Septmber), Guardian and Independent (15 October), print run 300,000 copies distributed across North West, Yorkshire, Scotland and London.
  • Online advertising on National Rail Enquiries, Facebook and through specific Media targeted geographical and behaviour profiling (18 September - 30 November).
  • Press Advertising in Metro Newspaper (Yorkshire, Manchester and Edinburgh/Glasgow).
  • Radio (on air advertising, promotion and online) with Real Radio in Scotland and Yorkshire.
  • A media visits pitch encouraging journalists to come to the destination during the Turner Prize has seen significant success with journalists from the Financial Times,  Blackpool Gazette and Scotland on Sunday visit the destination in September and October. The visits take place after significant coverage was secured across a range of publications as a result of media visits that took place during the summer months including the Sunday Mail (Scotland), Hull daily Mail and the North West Evening Mail.  

Campaign objectives:

  • To increase overnight / weekend city break visitor numbers to NewcastleGateshead.
  • To continue raising the profile of NewcastleGateshead as a city break destination.
  • To increase traffic to www.NewcastleGateshead.com and encourage online bookings. 

Campaign partners: 

  • East Coast
  • Jurys Inn
  • Hilton Newcastle Gateshead
  • Marriott Gosforth Park
  • Eldon Square
  • Theatre Royal
  • Rockliffe Hall


Discover Pass 2011/12

Campaign aims:

To promote Discover Pass as the ultimate city pass for NewcastleGateshead and the surrounding area. With over 120 offers and a wider range of venues participating in the Discover Pass, it is now relevant to local residents and visitors to the city.

Campaign activity:

  • Media partnership with ncjMedia and Metro Radio to promote the Discover Pass in the North East.
  • Bespoke microsite highlighting full range of offers.
  • Use of social media (Twitter) to promote latest offers and things to do.
  • Regular e-communications to Discover Pass database.
  • Opportunity for hotels to sell the Discover Pass to their guests.
  • Exploring new partnerships and opportunities.

Campaign objectives:

  • To increase overnight / weekend city break visitor numbers to NewcastleGateshead.
  • To increase days out across the region.
  • To drive business for participating venues.

International

Holland

DFDS Seaways (September 2011 - March 2012)

Campaign aims:
To promote NewcastleGateshead as a short break destination in the Dutch market.

Campaign activity:

  • Direct mail, e-communications, online and press advertising and PR.

Campaign objectives:

  • To increase mini-cruise passengers and overnight city break visitor numbers to NewcastleGateshead during the campaign period.
  • To promote NUFC and SAFC football packages and the football experience.
  • To raise the profile of NewcastleGateshead through PR activity and media visits.
  • Encourage return mini-cruise passengers to make overnight trips.
  • To generate PR coverage in high profile national media.

Norway

Campaign aims:
To promote NewcastleGateshead as a city break destination in the Norwegian Market.

Campaign activity:
PR campaign

Ireland (2011 / 12)

Campaign aims:
NewcastleGateshead Initiative is continuing its successful PR-led campaign in Ireland, promoting NewcastleGateshead’s sport, shopping and nightlife as attractive reasons to visit the destination. As part of the campaign, NewcastleGateshead Initiative has hosted a series of media visits from some of Ireland’s most influential media including, The Irish Times, RTE 2FM and the Irish Independent. In 2011 we plan to continue these media visit opportunities providing the chance for media to see firsthand, what the destination has to offer.

Campaign activity:

  • Media visit programme based around major events in NewcastleGateshead including, EAT! NewcastleGateshead, Evolution Weekender and the opening of the new Jurys Inn NewcastleGateshead Quays.
  • Media relations – establishing strong contacts in the Irish national travel media.
  • Proactive news stories profiling NewcastleGateshead, particularly around the key themes of sport, shopping and nightlife.

Campaign objectives:

  • To position NewcastleGateshead as a vibrant city break destination for Irish travellers.
  • To position NewcastleGateshead as a leading destination for sport, shopping and nightlife.
  • To reinforce the message that a city break in NewcastleGateshead is ‘value for money’.