Credit: Destination NSW
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Lifting The Lid On Tourism In Newcastle WORDS LIANE MORRIS Let’s face it, Newcastle is thriving. Newcastle Airport is expanding to introduce international routes, and a freshly inked 10-year license agreement with Port of Newcastle will see more cruise liners add the Hunter to their itineraries, injecting millions of dollars into the local tourism economy. Newcastle Tourism Industry Group notes that Newcastle's Visitor Economy consists of 5.1 million annual visitors with a $945 million annual output - a visitor economy that is beneficial to both the local and business communities. Add to that the recent award of NSW Top Tourist Town to Newcastle and it’s fair to say tourism is most definitely on the rise. But we’ve never been particularly good at telling our story and spreading the good news about all that we have to offer here (or perhaps we’ve been trying to keep it a secret!), meaning that many tourists arrive in the area with little idea about where to go, what to do, where to eat, stay and play in the area. This is exactly why local media company WCP Media will be launching HELLO Newy this Summer – with an exciting new range of platforms aimed at the tourist market and dedicated to promoting all the things we love about our city to the growing influx of visitors to our region. With the city now playing host to international superstars such as Elton John, Paul McCartney, and very soon Pink, and musical 28
theatre producers staging such global hits as Come From Away, The Rocky Horror Show, and Billy Elliot and RENT at the Civic Theatre, there’s a lot to be excited about. Those of us who live here know what a special place it is, with pristine beaches right in the city, diverse culinary experiences, and a vibrant arts and culture scene, all within a stone’s throw from the Hunter Valley with worldclass wines and fine dining establishments. Add to that the stunning landscapes of Lake Macquarie, Port Stephens, and our national parks and it’s no wonder we’ve tried to keep the lid on it! WCP Media publishers Di and Quentin von Essen have extensive experience in the Tourism Marketing and Publishing industries and a reputation for delivering results. This is the same team that not only publishes Newcastle’s favourite free monthly lifestyle magazine, intouch but also the Hunter Valley’s key tourism publications, Your Hunter Valley Magazine and Wine & Dine Hunter Valley – which they launched and have run for over 16 years. Di and Quentin are also passionate about the region and all that it has to offer and believe that there is a lack of connection between tourism providers and the increasing number of visitors. “When tourists arrive in Newcastle (whether on a cruise ship, at the airport, by train or private vehicle), there is currently a lack of dedicated publications or tourism-based platforms at their point of entry that offer
comprehensive information to help them plan their time here or know where to go when they arrive,” said Di. “We’ve been working in the Hunter Valley for a really long time, providing information and wayfinding tools to assist the 2.5 million tourists coming into the area annually to navigate their stays, and we could see the synergy, the potential, and the need for something similar here in Newcastle.” HELLO Newy will be an integrated cross-platform marketing experience that connects tourists to local businesses and aims to enhance their visit to our city and grow our local economy. It will be a vibrant and informative brand that promotes events, hospitality venues, retailers, services, and activities for families, couples, and groups visiting for one week to one month. Working across print and digital platforms, HELLO Newy incorporates QR-coded digital linking between platforms, enabling tourists to connect with and locate businesses, make bookings, and get directions from mobile devices, improving wayfinding and awareness of, and trade for, local businesses. “We’re excited to be offering this opportunity to local businesses to engage, communicate and connect with tourists and visitors,” said Quentin. “Having developed our Hunter Valley products very successfully, we know what’s needed and how to get the best out of it - we are the best-placed providers for this kind of
