Our client has a remit that involves making Newcastle city centre better for everybody, but how do you get the word out effectively when your audience is everybody, and your events range from motoring to food in their scope? Well, that would be our job.

NE1 is the Business Improvement District for Newcastle, funded by a fraction of business rates from retailers and restaurants. Its mission is to bring people into the city by making it more appealing, especially at times when footfall and spend are traditionally low.

Alive After 5 is NE1’s initiative to encourage people to head into the city centre after work, bridging the gap between day and night. Our creative has evolved over the (many) years we’ve worked with NE1, but it’s always encouraged people to get out and enjoy the city, reminding them that shops are open ‘til 8, and parking in council car parks is free after 5:30.

Other events like Restaurant Week, Newcastle Motor Show and Screen on the Green are all designed to do the same thing – provide a hard-to-resist motivation to head into the toon.

When it comes to shouting about these events, we’ve conjured creative that flexes its muscles across almost any channel you’d care to think of, ensuring our message is heard loud and clear across the toon.

For Summer 2019 we tried a new approach, bringing all of the events into an unmistakable NE1-branded style. This means that businesses can see where their rates are going, and consumers know that all of the highlights of the summer come from one place.

We commissioned different artists for each execution to give each event its own style, and framed them in a bold NE1 frame.

Our work with NE1 across the years has resulted in some impressive figures. 340,000 attend the annual events program alone! Not only that, they’ve seen footfall increases of up to 16%, created an evening economy worth £839m, secured £31.9m of investment in the city centre and attracted about 13.7m visitors to the city.

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