Campaign launched to inspire UK city breakers to Newcastle and Gateshead this autumn and winter

A new marketing campaign has launched to attract UK visitors to staycation in Newcastle and Gateshead this autumn and winter.

Destination marketing and development agency, NewcastleGateshead Initiative, has partnered with Eldon Square and TransPennine Express, with support from NE1 and media partners, to target domestic city breakers within a 2.5-hour drive time to boost weekend visitor numbers.

This multi-channel campaign will use various tactics to target UK 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 & winter city break, 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.

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 visitors 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.

“I would like to take this opportunity to thank Eldon Square and TransPennine Express and our partners for their support. Collaboration and strategic partnerships are key to growing visitor numbers – sharing resources, reaching new audiences and working together towards a common goal.

“The beauty of this campaign is that everyone can get involved, sharing experiences, amplifying our messages and telling everyone who will listen why you should visit Newcastle and Gateshead.”

Helen Cowie, Centre Director at Eldon Square, commented: “We’re delighted to be part of this campaign showcasing everything Newcastle and Gateshead have to offer during the festive season. Eldon Square is at the heart of the city’s shopping and dining scene, and we know that visitors are looking for memorable experiences that combine retail, food, and seasonal events. By working together, we can highlight the breadth of what’s available and encourage more people to make a weekend of it here in the North East.”

Lisa Hewitt, Partnership Marketing Manager at TransPennine Express, said: “We’re proud to be partnering with NewcastleGateshead Initiative and Eldon Square to showcase everything that makes Newcastle such a special destination throughout autumn and winter, including the festive season.”

“With our direct train services to the city, it’s easier than ever for customers to enjoy Newcastle’s brilliant shopping, dining and nightlife.

Ben Whitfield, Director of Communications at NE1 Ltd, added: “We are delighted to be working alongside NGI and TransPennine Express on this campaign to showcase Newcastle to a wider audience and to encourage and attract more visitors.

“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.  They are working with tourism and hospitality partners to develop bookable products, offers and incentives for visitors will want to take advantage of, including the likes of welcome drink on arrival, late check-out, mid-week discounts, early booking benefits.

To find out more on how you can support this campaign visit https://www.ngi.org.uk/work/autumn-and-winter-campaign-hub/

For things to do in Newcastle and Gateshead this Autumn and Winter visit www.newcastlegateshead.com/autumnwinter