Reframing Newcastle and Gateshead as a real, authentic city break for autumn and winter travellers

Newcastle Gateshead Initiative partnered with us to deliver a standout Autumn/Winter campaign designed to drive weekend visits. Targeting 35–55 year olds within a 2–2.5 hour drive time, the campaign aimed to refresh perceptions of the region and inspire authentic city breaks beyond traditional tourist clichés.

We developed the ‘Real’ concept, celebrating the authentic experiences visitors enjoy when they immerse themselves in Newcastle and Gateshead. From neighbourhood culture to food, drink and activities, we delivered concept development, media planning and buying, and full asset creation across digital, social, OOH, audio and influencer channels.

Running from October 2025 to early January 2026, the campaign partnered with TransPennine Express and Eldon Square to maximise reach and relevance. The integrated media approach successfully delivered over 20.8 million impressions and 23,304 clicks, driving strong awareness with a bold new look and feel that repositioned Newcastle and Gateshead as a genuinely ‘real’ destination.