Regenerating Newcastle City Pool & Turkish Baths

The Client

When Fusion Lifestyle set its sights on a £5 million redevelopment of Newcastle’s historic City Pool and Turkish Baths, the charity knew it needed the support of the region’s media, stakeholders and community to secure planning permission and long-term support for the sympathetic redevelopment of this iconic building in the heart of the city.

The Brief

To devise and deliver a marcomms campaign that would launch as Fusion signed the deal with Newcastle City Council to operate the facility, through the construction and redevelopment period, to re-opening and beyond. The campaign needed to be capable of engaging audiences, informing stakeholders, gathering data and creating excitement about the reopening of the pool.


As one of the City’s most iconic buildings and facilities, the Baths needed the new brand identity to demonstrate commitment to the project and a statement of intent for the finished product and offering. We designed the logo alongside an Art Deco-inspired illustrative style and play-on-words copy to convey the range of facilities on offer and the stunning architecture of the Baths. The result was a suite of materials, used across digital platforms and printed materials


Cool Blue created a dedicated micro site designed to pull the different stakeholders towards one central hub of information, while also acting as a data gathering tool for the purposes of additional digital marketing closer to launch.


A high-profile event launched Fusion Lifestyle’s vision, unveiling plans to an invited audience of key stakeholders. A public exhibition ran in two locations for 12 weeks before the planning decision was taken. Upon the success of the planning application we knew we had to keep campaign momentum and public interest up. We achieved this through a series of public tours of the building guided by the developers themselves and supported by the influential Re-open Newcastle Turkish Baths campaign group. Open to anyone with an interest in the refurbishment, this would be the first time in over three years that members of the public could explore beyond the foyer and the last before construction started – a welcoming gesture from the developers. This low-cost, high-interest PR piece was precisely what the client was looking for.


Cool Blue set up a range of social media channels to engage with local audiences, in particular stakeholders such as the Re-open Newcastle Turkish Baths and City Pool group. Social media was used to great effect, building a highly engaged online community in less than a year.



attendees on the tours over two days

National coverage included BBC TV
Breakfast News


people reached with single organic post


Award-winning campaign

Best Event
CIPR PRide Awards

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