Discovering offbeat experiences in Newcastle

The City of Newcastle

We welcomed the challenge presented by the City of Newcastle to promote the city as an exciting leisure destination. The goal was to shift perceptions of Newcastle and highlight its quirky and artistic presence.

Our research identified the target audience as the Curious Pioneer and five experience pillars that set Newcastle apart. The strategy focused on emphasising Newcastle’s proximity to Sydney and its compact coastal nature, allowing visitors to explore all five experience pillars in a day.

seek off beat campaign posters
seek off beat Newcastle visitor guide

The Seek Off Beat concept encouraged audiences to uncover the city’s post-industrial history and vibrant experiences. The execution showcased Newcastle’s unique flavour through its history, art, creative talent, and architecture. 

The campaign encompassed various deliverables, such as videos, social media collateral, banners, merchandise, and branding guidelines. Seek Off Beat was officially launched in September 2022, providing a fresh and curious lens to experience Newcastle.

seek off beat billboard

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