Seek and discover a compact coastal city with a uniquely eclectic culture.
Client: Visit Newcastle / City of Newcastle
Agency: The Brand pool
Role: Creative direction / Brand strategy & design / Copywriting / Campaign direction & design / Storyboarding
Impact: 162% increase in website traffic for Visit Newcastle, exceeding the target by 12%. Campaign contributed to the destination’s recognition as the 2023 Top Tourism Town in New South Wales by Business NSW.
The City of Newcastle presented us with a captivating challenge – to promote the city as a vibrant leisure destination. The objective was to reshape perceptions of Newcastle, emphasizing its quirky and artistic character.
Our research identified the target audience as the "Curious Pioneer" and pinpointed five distinct experience pillars that set Newcastle apart. The strategic focus highlighted Newcastle's proximity to Sydney and its compact coastal nature, enabling visitors to explore all five experience pillars in a single day.
With curiosity at the forefront, I planned the campaign creative as a 'hide-and-seek' exploration of the city, where visitors can uncover the extraordinary and unexpected around every corner. The "Seek Off Beat" concept encouraged audiences to delve into the city's post-industrial history and vibrant experiences. The execution of this concept showcased Newcastle's unique flavour through its rich history, artistic community, creative talent, and distinctive architecture.
The comprehensive campaign included a variety of deliverables, ranging from videos and social media collateral to banners, merchandise, and branding guidelines. "Seek Off Beat" was officially launched in September 2022, offering a fresh and curious lens for experiencing Newcastle; it helped Newcastle achieve the accolade of NSW's Top Tourism Towns in 2023, winning a gold award.
