Winning hearts and minds

The £5m transformation plan

The Grade II listed City Baths is one of Newcastle’s landmarks, designed by the city’s noted architect John Dobson. It was one of the UK’s first Turkish baths and Fusion Lifestyle set out to restore this culturally significant building, making it into a fitness, health and wellbeing destination fit for the 21st century.

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.

Cool Blue was 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.

Making an epic splash

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.

We worked closely on messaging and briefings with grassroots campaign group, Save Newcastle Turkish Baths to foster strong support for the plans that resonated with the most ardent fans of the City Baths.

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

Our busy campaign secured high profile national media coverage in the weekend edition of The Guardian, BBC TV Breakfast News and Throughout the development timeline, from planning through start of works and on to reopening, our campaign consistently held media attention. Even through many weeks of project delays, we creatively used historic archive material and features to stoke interest and anticipation for the opening, keeping the story at the forefront of the audience’s minds. Tours of the ongoing works, coordinated and led by Cool Blue, proved hugely popular with slots oversubscribed.


Fusion Lifestyle Fusion Lifestyle 2


150 attendees

on the tours over two days

National coverage included BBC TV
Breakfast News

55,000 people

reached with single organic post

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