Winning hearts and minds

The Client

Fusion Lifestyle wanted to get the people of Newcastle behind its plans to reopen the historic City Pool and Turkish Baths, which had been closed and neglected for a number of years.

Fusion Lifestyle had ambitious plans, drawn up by a Newcastle based architectural practice, to transform the Baths into an accessible fitness, health and wellbeing destination for all.

The £5m transformation needed planning permission and Listed Building consent. Fusion Lifestyle wanted to make it clear that the restoration would be sympathetic, protecting and preserving period features, and gain support from decision makers, influencers and the public.


The City Baths, Newcastle, had been neglected for a number of years when Cool Blue made an epic splash across regional and national media headlines.

Tasked with capturing the hearts of the community, galvanising stakeholders and gathering high-quality data, our integrated campaign had to launch as soon as new operators Fusion signed on the dotted line with Newcastle City Council. Our work needed to span the construction and redevelopment period, through to re-opening and beyond.



attendees on the tours over two days

National coverage included BBC TV
Breakfast News


people reached with single organic post

A Deep Dive into Our Strategy

Our strategy was simple. To position the redevelopment of The City Baths as an investment in Newcastle and a much-loved community resource that was in danger of disappearing all together.

As one of the City’s most iconic buildings, we created an Art Deco inspired brand using an illustrative design style to mirror the architectural interior and historical importance of the Baths.

Following the design and build of a dedicated micro-site and the creation of community-focused social media channels, we were ready to make waves.

Creative Services

Making Sure Things Went Swimmingly

To get off the starting blocks, we held a high-profile event unveiling architect plans to a hand-picked audience of key stakeholders. A public exhibition then ran in two locations for 12 weeks before the planning decision was taken, attracting hundreds of visitors and securing buy-in and support for the application.

Despite facing many challenges and delays along the way – due to the age and nature of the restoration – our strategic communications campaign ensured a pipeline of regular, relevant coverage and consistent positive messaging that maintained public interest in The City Baths.

We tapped into major milestones and media opportunities, and partnered with relevant groups within the community who had unique insights into the building to ensure engagement in our campaign stood the test of time.

Digital Services

Going for Gold

Our hard-hitting campaign become one of national importance, promoting the redevelopment of one of only a handful of Turkish baths still in operation in the UK and attracting the likes of The Guardian and BBC to follow the transformation and report on every key milestone.

It positioned Fusion Lifestyle as a leading leisure charity that stepped in to save the community resource by showcasing the sympathetic restoration, its mission to protect and preserve period features – all the while gaining support from decision makers, influencers and the public.

Our organic-only social media campaign went against the trend of low organic reach, with consistently high engagement, including a reach of 55,000 for one single Facebook post. Dynamic content shared weekly behind-the-scenes progress updates from site and key promotional messages around early-bird memberships drove users in their hundreds to sign up via the website.

Regional, national and trade media rode The City Baths wave and picked up on every project update, event, community outreach campaign and lifestyle feature, generating millions of opportunities to see and hear about the highly-anticipated reopening of The City Baths, Newcastle.

PR Services
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