Visit Newcastle: Seek Off Beat Media
BACKGROUND
Since 2022, City of Newcastle has undertaken a major rebrand to position Newcastle as a top-of-mind leisure holiday destination. Speaking to people within driving distance to the destination, in Sydney and regional hubs, their aim is to promote the city’s vibrant culture, rich heritage, and eclectic atmosphere. The campaign has focused on increasing awareness of Newcastle and the key experiences for visitors using the ‘Seek Offbeat’ platform to bring to life the city’s colourful offbeat flavour. Ultimately driving visitation.
Understanding the tourism audience’s journey across key media platforms, Awaken’s always on strategy delivered the right messaging throughout their path to consider Newcastle as their next travel destination.
IMPACT/RESULTS
City of Newcastle’s always on campaign delivered a 298% increase in users to the website and 240% increase in engaged website sessions YoY. The campaign smashed our KPI goals, overdelivering on nine of the eleven channels. In 2023, Newcastle was awarded Business NSW ‘Top Tourism Town in New South Wales.’
Awaken was also hired for production of some of the campaign’s creative assets.
These were used strategically within the awareness campaign to promote Newcastle travel itineraries to a relevant audience.
