NGI Logo
Skip to content

This season we’re working to showcase Newcastle and Gateshead as the perfect destination for autumn and winter city breaks.

Our campaign focuses on what makes Newcastle and Gateshead ‘Real’ – authentic experiences without pretence or filters. This toolkit provides everything you need to align with our campaign and maximise the impact for your business while supporting the broader destination.

Activity will target audiences in Leeds, Manchester, York and Edinburgh, driving significant awareness and consideration for our destination as their next seasonal city break.

Download the campaign toolkit

Discover how to get involved in our campaign here.

Objectives and strategy

  • Extend visitor season from October through January.
  • Position Newcastle and Gateshead as a compelling city break destination.
  • Attract short-break bookers (minimum two-night stays).
  • Promote the destination beyond just Christmas offerings.
  • Drive higher-spend visitors to the region.
  • Working with partners to align messaging and maximise impact on visitor perception.

Target audiences

Primary Audience: City Breakers

  • Demographics: Urban professionals aged 35-45
  • Psychographics: Experience-seeking, travel with friends/partners/groups
  • Geographic reach: 2-2.5 hour travel radius (Leeds, Manchester, York, Edinburgh)
  • Behaviour: Weekend break seekers, cultural enthusiasts

Partner Opportunity

Create content that speaks directly to these motivations, using language they use when describing their ideal break.

Messaging and positioning: Core Campaign Theme: “REAL”

The campaign centres around authentic experiences that make NewcastleGateshead special. Everything is positioned as “Real” – emphasising genuine, unfiltered experiences.

1. “Real Autumn/Winter Experiences”
2. “Real Culture, Cuisine & Shopping”
3. “Real Seasonal Attractions”

See more

How to get Involved: Level 1: Basic Participation

1. Use Campaign Hashtags

o #RealNewcastleGateshead
o #RealAutumn #RealWinter #RealFestive (seasonal variations)
o Include in all social media posts about your business/events

2. Download & Share Assets

o Use campaign imagery in your social media
o Include campaign messaging in your newsletters
o Display posters/materials in your venue

3. Align Your Language

o Use “Real [experience]” in your marketing
o Adopt the “Here’s where [X] meets [Y]” format
o Include newcastlegateshead.com in your CTAs

Level 2: Content Creation (For Active Partners)

1. Create “Real” Content

o Film short videos showing your “real” experiences
o Share behind-the-scenes authentic moments
o Highlight what makes your offering genuinely special

2. Cross-Promote Events

o Share other partners’ seasonal events
o Create collaborative content with nearby businesses
o Reference the wider destination experience

3. Seasonal Programming

o Schedule special events during campaign periods
o Create autumn/winter specific offers
o Develop experiences that complement the campaign themes

Level 3: Strategic Partnership (For Major Partners)

1. Event Collaboration

o Co-create seasonal experiences
o Participate in campaign launch events
o Provide expertise for campaign content

2. Content Partnership

o Contribute to campaign photography/video
o Provide quotes and testimonials
o Host influencer visits and content creation

3. Media Collaboration

o Participate in press opportunities
o Provide spokespeople for interviews
o Contribute to campaign PR stories

Stay up to date for news, events 
and business opportunities

Subscribe to our newsletter