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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.
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.
The City of Newcastle
NSW DPI Fisheries
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal nation. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal nation. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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