Support for new city brand for Newcastle

2 June 2011

The Department of Trade and Investment, Regional Infrastructure and Services is providing $75,000 in matched funding to Newcastle City Council to support the development and rollout of a new marketing brand for Newcastle which was launched today.

The new brand developed by the Council will work to define what it is that makes Newcastle an attractive proposition for businesses and tourists.

Newcastle will be defined as a city of "Opportunity" by focussing on its main characteristics – a sense of genuineness, its hardworking people, its world class industries, and its ability to adapt to change.

This project stems from the Newcastle Tourism Plan 2010, which identified the need for an all-inclusive business, tourism and lifestyle brand for the city.

As part of this project, Newcastle City Council is developing a single approach to defining and marketing Newcastle's assets to attract business investment as well as tourists and new residents.

The first stage of this project focused on defining perceptions about 'Newcastle' as well as aspirations for promoting the city. A strategy to implement the brand guidelines will be rolled out later this year.

The rollout will include updated marketing materials and website, and a new promotional DVD, which will also be supported by the Office of Trade, Business & Industry.

The Council also announced today that the new branding will adorn the City's new freestanding visitor information web kiosks.

Funding from the Department of Trade and Investment, Regional Infrastructure and Services is being made available through the Enterprising Regions Program.

This program fosters economic growth by assisting local councils, community, and regional development organisations to undertake projects and planning activities.

The branding project is led by Newcastle City Council with in-kind support from the Newcastle Tourism Industry Group, various local business chambers and the Hunter Business Chamber.