Destination marketing and development agency, NewcastleGateshead Initiative, has partnered with Eldon Square and TransPennine Express, with support from NE1 and its media partners, to target domestic city breakers within a 2.5-hour drive and boost weekend visitor numbers.
This multi-channel campaign will use various tactics to target experience seekers and city breakers from Edinburgh, York and Leeds. From email marketing, social media, digital advertising, print and media this campaign will target millions of potential visitors to Newcastle and Gateshead.
The campaign creative focuses on the concept ‘REAL,’ which is all about creating authentic experiences for visitors and creating a genuine connection. The message isn’t just about the historic architecture, cultural offer and attractions – it reflects the warmth and authenticity of local people.
The spotlight will be on Newcastle and Gateshead as a must-visit autumn and winter city break [coats optional], looking to extend the visitor season and drive footfall. Key messages and themes include city weekend breaks filled with culture, cuisine, shopping & festive fun. From unmissable events, theatre and music to light trails and Christmas markets. The campaign will run from October to mid-January to boost hotel stays and fill bednights.
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The Great Britain Tourism Survey found in 2024, as well as in 2023, that ‘food and drink, a night out or speciality shopping’ remained a top driver for domestic day trips and this campaign will capitalise on this trend.
Jen Rea, head of business engagement at NewcastleGateshead Initiative, said: “This is such an exciting time to encourage from outside of our region to experience the REAL magic and authentic experiences that we offer. This campaign will support businesses, drive footfall and increase awareness of everything we have to offer, extending the visitor season and positioning Newcastle and Gateshead as a compelling city break destination.”
Ben Whitfield, director of communications at NE1 Ltd, added: “Newcastle has all the key ingredients for a fabulous city break: it’s walkable, packed with culture, art and shopping, and boasts a world-renowned hospitality and leisure scene with tremendous variety and price points for visitors of all ages.
“The city is a fantastic destination, especially during the approaching festive season, when events, Christmas Markets, and New Year’s Eve celebrations add an extra dimension to the already vibrant offer. Newcastle is an all-year-round destination where there is always something new happening.”
NGI has formed a Weekend Taskforce, aimed at boosting weekend overnight stays in the city. It is working with tourism and hospitality partners to develop bookable products, offers and incentives visitors will want to take advantage of, including the likes of welcome drinks on arrival, late check-out, mid-week discounts and early booking benefits.
