As we develop awareness and navigate the way to being a regional leisure destination of choice, it's critical that the destination brand meets the expectations an experiences of our visitors.
Industry Toolkit
The reimagined brand, tagline 'Seek Off Beat' and subsequent campaign is an output of the Newcastle Destination Management Plan and has been developed through careful and strategic research and consumer testing.
The initial campaign will commence on August 4 2022 with a robust eight week media schedule seeing placement across our target markets and demographics with a focus on digital assets to ensure data-driven results to facilitate continuous improvement for communicating with our audiences.
Ongoing research, consumer testing and brand development has resulted in:
- Refined tourism brand, purpose and vision that will continue to shift perceptions and increase awareness of Newcastle as a leisure destination
- Development of bullseye visitor archetype
- New tagline that succinctly embodies the tourism proposition of the City
Industry Toolkit
Discover the Newcastle brand strategy and story and learn about Seek Off Beat.
Newcastle Logo, 2022
Seek Off Beat campaign branding
Brand Promise
Your curiosity is rewarded when you experience Newcastle's true colours.
When you indulge your curiosity and uncover Newcastle's vibrant culture, rich heritage and electric atmosphere, you experience an unexpected feast for the senses and leave with enticing stories and a satisfied spirit.
Positioning
Seek Off Beat
It is a quirky call to action that invites visitors to discover our eclectic side; to look beyond their perceptions and discover a colourful city with an offbeat flavour.
Images
Assets in this folder* are available for use on your websites and social media to promote Newcastle as a leisure destination. City of Newcastle must be credited where images are used.
*To access the visual assets, you must be signed up and logged in to the Newcastle image library. More info
Insider Guides
These articles form the hero content pieces for the campaign, we encourage you to share with your audiences and networks.