Newcastle Gateshead Initiative

Stephen Green

In November 2000, Newcastle Gateshead Initiative (NGI), a public-private sector partnership (funded through its membership), was launched as the new destination marketing agency for the NewcastleGateshead area.
Agency: Robson Brown Author: Stephen Green

newcastle gateshead initiative

'Creating a big Buzz'

Background

In November 2000, Newcastle Gateshead Initiative (NGI), a publicprivate sector partnership (funded through its membership), was launched as the new destination marketing agency for the NewcastleGateshead area. In addition to this core function, NGI were also responsible for the coordination and management of the NewcastleGateshead bid to be European Capital of Culture 2008.

Key elements of the company's marketing strategy were:

  • Create a strong NewcastleGateshead brand identity

  • Create awareness of the area's bid to become European Capital of Culture 2008

  • Encourage people to...

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