Using social media to drive destination advocacy

Newcastle’s one of Australia’s best kept secrets. With a stunning coastline, thriving arts scene, world class dining and outdoorsy lifestyle there’s a lot to love about the city.

In an increasingly competitive marketing and digital media environment, with changing consumer travel preferences, a social media strategy was needed to provide a sharper focus to content and campaign planning with metrics to measure impact. As an extension of the strategy, we were tasked with creating a social media campaign to promote Newcastle to people across NSW.


City of Newcastle


Research, stakeholder engagement, strategy, creative, design and video.



City of Newcastle - Who Knew Campaign


Our core strategy – focussed on increasing day and overnight visitation to Newcastle – involves targeting high value travellers in New South Wales. We knew that to do this we needed to increase positive sentiment and grow the conversation about Newcastle as a tourism destination. 

Playing at the dreaming phase of the purchase funnel, our focus was on building awareness of Newcastle by providing a stronger and more clearly differentiated proposition. This involved the development of key content pillars – aquatic and coastal, active, arts and culture, culinary and food, and after dark – which matched our audience’s preferences.

To drive the narrative, we developed a strategy that tapped into the collective stories of Novocastrians and visitors to harness destination advocacy. This enabled the City of Newcastle to lead the audience, industry and residents to work together on a co-ordinated narrative.

We created a social media style guide to help the social media team embed the strategy in-house through a consistent visual and written style.

Our campaign tapped into the insight that most Australian’s didn’t know what Newcastle had to offer – the town that once made steel – was not well known for anything else. We created a spirited, colourful campaign identity to position Newcastle as a modern and vibrant tourism destination. A multitude of refreshing perspectives of the city were showcased by posing the simple question – who knew?

City of Newcastle - Social Media Strategy
City of Newcastle - Who Knew Campaign
City of Newcastle - Who Knew Campaign

$65 billion

in total visitor expenditure for NSW by 2030

$10 billion

in domestic daytrips by 2030

$1.2 billion

in visitor expenditure


increase in tourism over past 5 years


The campaign reached over 1 million people across New South Wales, with an ad recall lift and click-through rate which was well above average.

Visit Newcastle, Destination Marketing Manager, Anita Monicone said "The Brand Pool offered the perfect strategy to evolve Newcastle’s tourism offering, providing a sharper focus and a better representation of where the city is headed. Initial campaign results were very strong with high ad recall."

City of Newcastle - Who Knew Campaign
City of Newcastle - Who Knew Campaign

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