MARKETING OPPORTUNITIES - Newcastle Gateshead

MARKETING OPPORTUNITIES
For NewcastleGateshead Initiative members 2011/12
www.NewcastleGateshead.com

WEBSITE - NEWCASTLEGATESHEAD.COM
The official website for Newcastle and Gateshead, NewcastleGateshead.com provides information about the destination to visitors, locals, event
organisers, the media and you, our partners.
Currently we have around 60,000 visitors (52,000 unique) each month, with ‘What’s on’ and ‘Things to do’ being two of the most popular sections. Month on month
the site is continuing to grow, and as well as feeding information to national (Enjoy England) and international (Visit Britain) visitor-facing websites, it now also sends
it directly to our i-App city guide - which has had over 2,000 paid-for downloads since its launch six months ago.
Product / Event Listings:
Increase your profile locally, nationally and internationally by ensuring the information held about your attraction, hotel, venue, event, restaurant or bar and club is up
to date on our website; both from a visitor perspective and (where appropriate) as a conference venue.
Check and update your product / event listings Ongoing Free emma.hallington@ngi.org.uk
Visitor Accommodation Booking System:
The ‘Where to stay’ section of our website is increasing in popularity (especially since we added TripAdvisor ratings to our listings) and currently visitors can book
rooms on the site via third-party booking engines, but we also have our own accommodation booking system exclusively for members. By providing
accommodation rates and availability directly you can appear at the top of our search results and benefit from paying lower commission rates (100% of which will
go straight back into promoting NewcastleGatehsead).
Provide accommodation rates and availability From June Commission (TBC) emma.hallington@ngi.org.uk
Conference Accommodation Booking System:
We have a separate and dedicated online accommodation booking system specifically for delegates attending major conferences in NewcastleGateshead (called
conferenceBOOKINGS). As a partner, you have access to this fully managed online system for use alongside any events you are hosting.
Provide accommodation rates and availability Ongoing 8% (+VAT) commission alex.mackee@ngi.org.uk
www.NewcastleGateshead.com

Media Centre:
Our dedicated online media centre is a cost-free and copyright-free service for journalists. It also provides a platform for you to find useful facts, figures, accolades
and destination copy to help you with your media activity, as well as to access our royalty-free image library for fantastic images that will help you show off
NewcastleGateshead in your own campaigns and on your website.
david.brookbanks@ngi.org.uk &
Access useful destination information Ongoing Free
shelley.staines@ngi.org.uk
david.brookbanks@ngi.org.uk &
Download royalty free images Ongoing Free
shelley.staines@ngi.org.uk
E-COMMUNICATIONS
NewcastleGateshead Initiative has three separate, and growing, databases which we communicate with on a regular basis.
The largest of these is our leisure visitors (47,000+), all of who have signed up and asked to receive more information. We also have a list of conference organisers,
agents and meeting planners (5,000+) and a database of all of the key contacts from our 165 local partners (500+).
What’s On E-newsletter:
Issued in the first week of every month to over 47,000 domestic and international leisure visitors, this email provides information about upcoming events, special
offers, competitions and what’s new in the destination.
Increase awareness of your event by sending us listings, images and ticket launch information Monthly Free peter.leatherland@ngi.org.uk
Improve your profile by offering competition prizes (accommodation, attractions, meals,
nightlife)
Monthly Contribution peter.leatherland@ngi.org.uk
Generate revenue through trackable special offers and discounts aimed at city break visitors Monthly Contribution peter.leatherland@ngi.org.uk
Convention Bureau E-newsletter:
In 2011, we will be introducing a new bi-annual business tourism e-newsletter which will be distributed to our database of over 5,000 domestic and international
conference and event organisers and agents. The e-newsletter will be special offer driven and will complement print communications.
Generate leads and raise your profile by submitting a conference and events related special
offer
Bi-annual Contribution shelley.johnson@ngi.org.uk
www.NewcastleGateshead.com

Member to Member E-newsletter:
Once a month we send out an e-newsletter to over 500 subscribed decision makers / key staff within NewcastleGateshead Initiative’s 165 partner organisations.
This is a chance for us to update the business community on what all our partners have been doing in the last month, giving you a great opportunity to get your
latest news out into the public domain.
Provide updates to our network of your latest news, PR stories, accolades and / or award wins Monthly Free joy.sanders@ngi.org.uk
Generate revenue through trackable special offers and discounts aimed at members
organisations and local businesses
Monthly Contribution joy.sanders@ngi.org.uk
PRINTED LITERATURE
Although there is an ever increasing focus on online marketing activity, we feel print still has a very important role to play, especially in getting
information into the hands of visitors when they arrive in the destination.
We produce a number of printed publications throughout the year, all of which have specific roles and present very different opportunities for you, our partners.
NewcastleGateshead Conference Guide:
Aimed at national and international event organisers, our award-winning guide explains why clients should bring their conference to NewcastleGateshead and the
surrounding area. It talks about the destination, our Convention Bureau services and features the very best of the region’s conference venues and service
providers. Our next edition is due to be printed in February 2012.
Provide details of your venue or service for the guide’s industry listings Feb 2012 Free shelley.johnson@ngi.org.uk
Increase your profile by advertising in the guide Feb 2012
Half page - £900
Full page - £1,350
Double page - £2,300
Section sponsor - £2,650
shelley.johnson@ngi.org.uk
Pocket Guide:
Providing pre and post-arrival information for visitors on what to see and do once they are in NewcastleGateshead, this guide is distributed around UK Tourist
Information Centres (TICs), at major gateways and in hotel racking. It is also used in response to enquiries received by TICs across the region.
Increase your profile by advertising in the guide Sept 2012 £TBC becky.madeley@ngi.org.uk
Request to receive copies to provide to visitors, customers and clients Sept 2012 Free becky.madeley@ngi.org.uk
www.NewcastleGateshead.com

Creative Conferencing Newsletter:
NewcastleGateshead Convention Bureau’s main buyer newsletter, Creative Conferencing is distributed twice a year to over 5,000 conference and events
organisers
Raise your profile by submitting news and PR stories (accolades, awards and new
developments or services for event organisers)
Bi-annual Free shelley.staines@ngi.org.uk
Generate revenue through trackable special offers aimed at national conference organisers Bi-annual Contribution shelley.staines@ngi.org.uk
The Ambassador Newsletter:
Our Conference Ambassador Programme is hugely successful at helping local professionals bring large-scale association sector conferences to
NewcastleGateshead, and this printed newsletter targets members of the programme (generally locally based academics and professionals).
Raise your profile by providing news stories and / or opinion pieces with particular relevance to
the national / international association sector
Bi-annual Free gill.pilkington@ngi.org.uk
Delegate Welcome Pack:
This highly popular free pack of useful information and offers is given to welcome over 10,000 delegates each year who are visiting and staying in
NewcastleGateshead and the surrounding area.
Offer the packs to event organisers using your venue for their delegates Ongoing Free alex.mackee@ngi.org.uk
Headline sponsor the packs being produced for 2011/12 April £1,800 shelley.johnson@ngi.org.uk
Insert a flyer within each of the 13,000 packs being produced for 2011/12 April £1,350 shelley.johnson@ngi.org.uk
Festival and Event Literature:
As part of our promotional activity for some of the key festivals and events in NewcastleGateshead we produce event guides (i.e. EAT! NewcastleGateshead,
NewcastleGateshead Bridges Festival, Juice and Winter Festival).
Increase your profile by advertising in the guides Ongoing £TBC becky.madeley@ngi.org.uk
www.NewcastleGateshead.com

DISCOVER PASS
The Discover Pass is the official city pass for NewcastleGateshead, providing visitors, delegates, residents and students with over 125 special offers at
major attractions, bars and clubs, cultural venues, hotels, restaurants, sporting venues and shops.
Discover Pass is valid from 1 April 2011 until 31 March 2012 and costs £10 to buy via TICs and online at www.discoverpass.co.uk.
Discover Pass:
It will be promoted in region by Metro Radio and ncjMedia and out of region as part of our marketing and promotional campaigns. It will also be distributed to
10,000+ conference delegates attending events in NewcastleGateshead and Durham.
Generate revenue by submitting special offers and discounts for the pass Ongoing Contribution becky.madeley@ngi.org.uk
Earn commission by selling the Discover Pass in your venue, hotel or retail outlet Ongoing Earn commission becky.madeley@ngi.org.uk
DOMESTIC LEISURE MARKETING CAMPAIGNS
Throughout the year we deliver marketing and PR campaigns aimed at attracting ‘Nesting Cosmos’ to NewcastleGateshead from across the UK
(Yorkshire, North West and Scotland in particular).
Nesting Cosmos are independent of mind, well-educated, articulate urban dwellers that enjoy city life, culture and socialising. They are between 25 and 35 years old
and take city breaks either with their partner or with groups of friends.
National Marketing Campaign:
Our campaign focuses around two major bursts of activity (autumn and spring) and includes national press inserts, advertising, online, radio and listings magazines.
Maximise your exposure by sponsoring the overall campaign Autumn & Spring £ TBC becky.madeley@ngi.org.uk
Raise your profile by advertising within national inserts Autumn & Spring £ TBC becky.madeley@ngi.org.uk
Advertise your organisation via banner ads on our website and key micro sites Autumn & Spring £ TBC becky.madeley@ngi.org.uk
Generate revenue by providing trackable special offers (e.g. accommodation, attractions,
eating, nightlife, travel)
Autumn & Spring Contribution becky.madeley@ngi.org.uk
Improve your profile by providing competition prizes (e.g. accommodation, attractions, eating,
nightlife, travel)
Autumn & Spring Contribution becky.madeley@ngi.org.uk
www.NewcastleGateshead.com

MEDIA VISITS
Media visits are a crucial part of all our promotional campaigns as they are key to building a positive reputation for the destination.
In the last year alone we hosted over 100 journalist visits and generated more than £5m worth of positive media coverage.
Media Visits:
National and international journalists frequently visit the region to produce stories, features and reports.
Raise your profile with journalists by providing accommodation, meals, nightlife and / or travel
Ongoing Contribution shelley.staines@ngi.org.uk
offers)
Volunteer key staff / spokespeople to assist in hosting media visits (where appropriate) Ongoing Contribution shelley.staines@ngi.org.uk
INTERNATIONAL LEISURE MARKETING CAMPAIGNS
We focus our international marketing on countries where we already attract large numbers of visitors: Holland, Ireland and Norway.
We have a strong affinity with these countries and although some of the reasons to travel need to change for each market, it’s still the city break message that is the
driver for visitors.
Dutch Campaign:
In partnership with DFDS our campaign utilises PR, online and direct marketing activity and is themed around events, shopping, sport and nightlife.
Ensure media coverage by sponsoring / hosting media visits Ongoing £ TBC david.brookbanks@ngi.org.uk
Generating revenue through trackable special offers aimed at attracting leisure visitors Autumn & Spring Contribution kathie.wilcox@ngi.org.uk
Improve your profile by offering competition prizes (accommodation, attractions, meals,
nightlife)
Autumn & Spring Contribution kathie.wilcox@ngi.org.uk
Engaging and working directly with DFDS marketing activity Autumn & Spring £ TBC kathie.wilcox@ngi.org.uk
Work with us to develop leisure visitor package partnerships (e.g. sport packages with
DFDS)
Autumn & Spring Free kathie.wilcox@ngi.org.uk
www.NewcastleGateshead.com

Irish Campaign:
Primarily a PR campaign, we will be focussing on events, shopping, sport and nightlife to attract city breakers to NewcastleGateshead.
Ensure media coverage by sponsoring / hosting media visits Ongoing £ TBC david.brookbanks@ngi.org.uk
Improve your profile by offering competition prizes (accommodation, attractions, meals,
Autumn &
Contribution
david.brookbanks@ngi.org.uk
nightlife)
Spring
Norwegian Campaign:
Our autumn and spring online and PR campaign focuses on events, shopping, sport and nightlife to attract city breakers to NewcastleGateshead.
Ensure media coverage by sponsoring / hosting media visits Ongoing £ TBC david.brookbanks@ngi.org.uk
Work with us to develop leisure visitor package partnerships (e.g. shopping packages)
Autumn &
Spring
Free
kathie.wilcox@ngi.org.uk
Improve your profile by offering competition prizes (accommodation, attractions, meals,
Autumn &
nightlife)
Spring
Contribution
kathie.wilcox@ngi.org.uk
Maximise your exposure by sponsoring specific campaigns Autumn & Spring £ TBC kathie.wilcox@ngi.org.uk
BUSINESS TOURISM MARKETING CAMPAIGNS
We aim to raise the profile of NewcastleGateshead as a leading UK conference destination and generate event enquiries for you, our partners, through a
year-round marketing and PR campaign.
In order to reach conference and event organisers across the UK, we undertake strategic advertising and PR campaigns targeting national press and trade
magazines, as well as key industry websites.
National Marketing Campaign:
Through press advertorials, advertising and online activity we aim to raise our profile with, and generate enquiries from, corporate event organisers, venue finding
agencies and association event planners.
Increase your profile with a national audience by advertising in the NewcastleGateshead
supplement appearing within trade magazine Conference News
October
Quarter page - £450
Half page - £650
Full page - £1,000
Back page - £1,500
shelley.johnson@ngi.org.uk
Take advantage of discounted advertising opportunities within key targeted national media in Ongoing £ varies per publication shelley.johnson@ngi.org.uk
www.NewcastleGateshead.com

conjunction with destination features
Host key journalist visits and submitting news and PR stories (latest news, accolades, awards
and new developments or services for event organisers) to raise your profile
Ongoing Contribution / Free shelley.staines@ngi.org.uk
CONFERENCE EXHIBITIONS & BUSINESS EVENTS
Experiential marketing in the form of live events and face-to-face meetings unsurprisingly plays a large part in convincing conference organisers to take
their own event to a new destination.
There are several platforms we use to meet with conference organisers, key stakeholders and the media, all of which our partners can become involved with.
International Confex 2012:
The largest UK trade show at which NewcastleGateshead showcases its business visits and events offer to event organisers is moving across London to Excel in
2012 to allow for a bigger focus on hosted buyers from both the UK and overseas.
Be a partner on the NewcastleGateshead stand at the event March 2012 £3,500 shelley.johnson@ngi.org.uk
Improve your profile at the event by offering competition prizes (accommodation, attractions,
eating, nightlife)
March 2012 Contribution shelley.johnson@ngi.org.uk
Conference Ambassador Events:
We host a range of educational and networking events for partners of the NewcastleGateshead Conference Ambassador Programme (influential local individuals
involved in bidding for national and international conferences).
Raise the profile of your organisation with this key client group by sponsoring or hosting
exclusive events
Increase your exposure to members of the programme by providing complimentary or
discounted tickets to attractions or events
Various Contribution gill.pilkington@ngi.org.uk
Various Contribution gill.pilkington@ngi.org.uk
Business Tourism Familiarisation Visits:
Corporate event organisers, venue finding agencies and association event planners frequently visit the region to view venues and decide whether to bring their
event to NewcastleGateshead. During 2011, NewcastleGateshead Convention Bureau will deliver a number of generic destination fam visits.
Profile your venue by providing complimentary or discounted accommodation, eating, nightlife
and / or travel offers
Take advantage of our programme of activities by proposing / inviting your own key clients to
attend destination visits
Ongoing Contribution jessica.roberts@ngi.org.uk
Ongoing Contribution jessica.roberts@ngi.org.uk
www.NewcastleGateshead.com

FESTIVALS & CULTURAL EVENTS
We believe that all visitors need a reason to travel to a destination and top-class festivals and events provide another fantastic one.
With such a compact city centre and so many arts and cultural venues sitting alongside our legendary nightlife, there’s always something happening in
NewcastleGateshead.
Festival and Events Sponsorship:
With thousands of locals and visitors taking part in a coordinated year-round programme of festivals and events across NewcastleGateshead you have an
opportunity to raise your profile and associate your company with quality and enjoyable experiences.
Headline sponsorship opportunities are available for festivals (e.g. EAT!, NewcastleGateshead
Bridges Festival, Juice and Winter Festival)
Raise your profile by sponsoring specific elements / individual events (opportunities vary
depending upon the event but include competition prizes and in-kind support)
Ongoing £ varies per event carol.bell@ngi.org.uk
Ongoing £ varies per event carol.bell@ngi.org.uk
Corporate Social Responsibility (linked to festivals and events):
We can develop special CSR packages adapted to meet the needs of your organisation.
Create staff engagement through volunteering to assist with festivals and events Ongoing £ varies per engagement carol.bell@ngi.org.uk
Develop a bespoke creative partnership through organisational involvement in events Ongoing £ varies per engagement carol.bell@ngi.org.uk
www.NewcastleGateshead.com

CORPORATE EVENTS
Networking is a key benefit of being a NewcastleGateshead Initiative member and we actively encourage it between members.
Our aim is to help you to build partnerships and forge lasting relationships with other members by sharing your latest news, awards / accolades and swapping best
practice and to provide you with the tools you need to celebrate all that is great about NewcastleGateshead.
Full Members’ Meetings:
Full members’ meetings are open exclusively to principal and corporate level members. They attract senior decision-makers from a wide range of North East
England’s most influential organisations.
Showcase your organisation to this key audience by sponsoring or hosting a full members’
meeting at your hotel or venue
Tri-annual Contribution paul.szomoru@ngi.org.uk
Regularly attend to broaden your professional network and stay up to date with developments Tri-annual Free paul.szomoru@ngi.org.uk
PR, Marketing & Convention Bureau Members’ Meetings:
These meetings are open to all members. They provide an update on our activity and feature a range of invited speakers, attracting professionals from
organisations across the region.
Showcase your organisation by sponsoring or hosting a PR, Marketing & Convention Bureau
members’ meeting at your hotel or venue
Tri-annual Contribution paul.szomoru@ngi.org.uk
Regularly attend to broaden your professional network and stay up to date with developments Tri-annual Free paul.szomoru@ngi.org.uk
Induction Events:
These events give a broad introduction to NewcastleGateshead and to NewcastleGateshead Initiative. They are designed for people who are new to the area or
staff who have recently joined your organisation.
Ensure key members of your team attend to broaden their professional network and learn
about NewcastleGateshead
Tri-annual Free paul.szomoru@ngi.org.uk
www.NewcastleGateshead.com

CONTACT US
NewcastleGateshead Initiative is committed to working in partnership to develop and promote our exciting ‘twin
cities’ both nationally and internationally. We believe our members are amongst our strongest ambassadors.
We also believe that by being part of our network, you are demonstrating to your staff, clients and other
stakeholders that you are committed to helping us to raise NewcastleGateshead’s profile and charge outdated
perceptions.
As a partner of NewcastleGateshead Initiative you have a great opportunity to play an active role in making this
amazing area of ours a truly world-class destination. If you would like to find out more or get involved in any of
the opportunities listed within this document, then please do not hesitate to either:
Contact your account manager at NewcastleGateshead Initiative
Contact any of the team listed below
MARKETING & COMMUNICATIONS TEAM:
Tina Snowball - Director of Marketing & Communications
tina.snowball@ngi.org.uk 0191 440 5743
Steve Gibson - Senior Marketing & Communications Manager
steven.gibson@ngi.org.uk 0191 440 5737
Kathie Wilcox - Senior Marketing & Communications Manager
kathie.wilcox@ngi.org 0191 440 5742
Becky Madeley - Marketing Manager
becky.madeley@ngi.org.uk 0191 440 5736
David Brookbanks - Media & PR Manager
david.brookbanks@ngi.org.uk 0191 440 5740
Shelley Staines - Media & PR Manager
shelley.staines@ngi.org.uk 0191 440 5739
Shelley Johnson - Marketing Manager
shelley.johnson@ngi.org.uk 0191 440 5732
Antonia Lister - Marketing Assistant
antonia.lister@ngi.org.uk 0191 440 5735
Peter Leatherland - Digital Marketing Executive
peter.leatherland@ngi.org.uk 0191 440 5733
Emma Hallington - Digital Marketing Executive
emma.hallington@ngi.org.uk 0191 440 5727
CULTURE TEAM:
Carol Bell - Head of Culture & Major Events
carol.bell@ngi.org.uk 0191 440 5746
Vikki Leaney - Programme Development Manager
vikki.leaney@ngi.org.uk 0191 440 5747
Ele Forsyth - Programme Development Manager
eleanor.forsyth@ngi.org.uk 0191 440 5744
CONVENTION BUREAU TEAM:
Jessica Roberts - Head of Business Tourism
jessica.roberts@ngi.org.uk 0191 440 5760
Gill Pilkington - Conference Development Manager
gill.pilkington@ngi.org.uk 0191 440 5759
Alex Mackee - Operations Manager
alex.mackee@ngi.org.uk 0191 440 5762
Anna Moroney - Operations Manager
anna.moroney@ngi.org.uk 0191 440 5763
Mark Edward - Conference Researcher
mark.edward@ngi.org.uk 0191 440 5761
CENTRAL SERVICES TEAM:
Cath Hindle - Head of Development
cath.hindle@ngi.org.uk 0191 440 5726
Anne Howes - Senior Office Manager
anne.howes@ngi.org.uk 0191 440 5722
Paul Szomoru - Business Development Manager
paul.szomoru@ngi.org.uk 0191 440 5729
Rachel Cameron - Finance Manager
rachel.cameron@ngi.org.uk 0191 440 5750
Ian Thomas - Research Manager
ian.thomas@ngi.org.uk 0191 440 5731
Cariad Roberts – Administrator & Membership Assistant
cariad.roberts@ngi.org.uk 0191 440 5724
Joy Sanders - Administrator & Finance Assistant
joy.sanders@ngi.org.uk 0191 440 5723
Roisin Cook – Administration Assistant
roisin.cook@ngi.org.uk 0191 440 5730
www.NewcastleGateshead.com