A Different Way of Life

Stopping traffic in boro.

Alive After 5 Shopper Success

Newcastle’s Alive after Five retail offer is attracting high numbers of shoppers to the city in the run up to Christmas. Different created the Alive after Five creative marketing campaign for client, Newcastle NE1 Ltd.

Most shops in the city centre are now open until 9pm during the week, and the scheme has had a marked impact on shopper levels in Newcastle. During the weeks commencing 21 and 28 November, footfall was up 33% and 44% respectively on the same weeks in 2010.

The Alive after Five figures are even stronger, with shops witnessing a 58% and 90% increase in shoppers during the same two weeks.

This will come as good news to retailers, especially in light of the recently released Portas Review, which looks into how the UK high street can be improved.

Shoppers have embraced the new opening times, and the added bonus of free parking after 5pm in all council owned multi-storey car parks has provided an additional incentive.

Stephen Patterson, Commercial Manager, NE1 Ltd commented: “It has been fantastic to see Newcastle so busy with shoppers over the past few weeks.

“In these difficult times, the added convenience of the extended opening times, supported by free car parking after 5pm in the Council multi-storeys all helps to deliver better value for shoppers and makes Newcastle’s offer even more attractive.”

Over the festive period additional attractions including the festive lights, Christma markets and NE!‘s monument movies have also helped to retain people in the city centre for longer periods.

Many retailers have also witnessed a marked increase in sales, including department store John Lewis which has reported that sales figures are up by 18.5%.

Barry Blamire, managing director at John Lewis Newcastle added:  “As the cold weather kicks in winter woollies, coats and boots are all performing well, while  shoppers also busy preparing for Christmas with strong sales in Christmas shop and gift food.

“Technology is also proving to be a big hit with Kindles and iPad2 amongst the most popular purchases.”

Public transport providers have also seen a surge in passenger numbers. Rob Knight, commercial director, Stagecoach North East explained:  “Over the last week we have seen a 16% increase in bus usage against the same week last year.

“Great news for the city, that at this time of year when roads become congested, more people are coming into town but are using the bus to travel.”

Free Travel on UofS!

Weve been working with the University of Sunderland to help promote a free travel offer they're offering to all full time undergraduate students enrolling on a place at uni in 2012/2013. The brief was to develop creative and a media plan to target 17-18 year olds considering their final list of universities prior to the UCAS application deadline in January. The campaign consists of outdoor, radio, online advertising on spotify and facebook, x factor video on demand, and a spot of experiencial marketing too. Here's a snapshot of some of the visuals:

Check out our Free travel pre roll campaign for UOS at itv.com #lifechanging

German National Tourist Office Nominated For British Youth Travel Award

The Travel Destination Germany – represented by the German National Tourist Office (GNTO) – has been nominated as a finalist in the ‘Best International Youth Destination’ category of the 2011 British Youth Travel Awards.

Organised by The British Educational Travel Association (BETA), the annual awards recognize and raise the profile of the work and individual successes of organisations engaged in youth, student and educational travel – to, from and within the UK.

The GNTO is nominated for its current ‘TravelMeister’ Facebook campaign, which is designed to find the ideal candidate to become the student ambassador to Germany. With all major universities across the UK and Ireland involved, the contest targets students aged 18-29 and has the potential to reach 2.4 million students in total. The main aim is to stimulate young people’s interest in Germany as a fun and exciting travel destination.

Klaus Lohmann, Director GNTO UK & Ireland, said: “We are delighted to be shortlisted in the ‘Best International Youth Destination’ category this year. Students are a very important target group for us. It’s been one of our goals to engage with a younger audience and communicate Germany’s diversity, which has great appeal to young people. We are very happy that our efforts have been recognized; being a finalist at this year’s awards confirms that we have chosen the right approach in conveying our message to the youth.”

The winners of this year’s awards will be announced on 8th December 2011 at the British Youth Travel Awards Ceremony in London.

Further information on the TravelMeister campaign can be found on GNTO’s official Facebook page at www.germany.travel/facebookcompetition.

Turner Prize 2011

Was lucky enough to attend last night's Turner Prize at Baltic, Gateshead. Amazing night, saw lots of old friends including NE1 and Cool Blue. Fantastic for the Turner Prize to come to Gateshead, what a coup. Congratulations to Martin Boyce and commiserations to my own, personal favourite, the excellent George Shaw.