Newcastle is undergoing an image makeover with the launch of ‘‘Brand Newcastle’’ a new marketing project to change the city’s image from its blue-collar industrial past into a sophisticated, world-class city of opportunity.
And I for one would like to congratulate everyone involved with Brand Newcastle and I hope the people will support it.
If implemented well, such a strategy will make a huge economic difference to Newcastle, helping to attract the best talent, events, visitors and investment.
When I first arrived in Newcastle in the mid 90′s, there was no emphasis on promoting the city. It was considered a waste of time and money for a city with an economy and reputation built on coal and steel to promote itself. But times have changed and it’s nice to see the economy and local attitudes have changed within the city since then.
To me, Newcastle offers the quintessential Australian lifestyle for people rather than being a mere destination.
That‘s why the Lonely Planet Guide chose Newcastle as one of the world’s Top 10 Cities for 2011.
The Lonely Planet Guide describes Newcastle as having “a unique blend of imagination, sophistication and laid-back surf culture.”
“Australia’s second-oldest city has Sydney-like assets: surf beaches, a sun-drenched subtropical climate, and diverse dining, nightlife and arts.”
Brand Newcastle should not be seen as a short term advertising campaign or a simple logo redesign. It’s a complex strategy with many important elements which has to appeal across all market sectors, not just tourism, while keeping us locals happy. Not forgetting it has to get the media to talk positively about the city.
It also means us locals have a key role in Brand Newcastle because if we don’t believe in it, no one will. It will only come alive if we are offered the opportunity to experience it through active participation.
I think it’s an image worth spreading.
Well done!
