Regenerating Newcastle City Pool & Turkish Baths

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 Brief

To devise and deliver a marcomms campaign which 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.

This longterm campaign needed to ensure regular, relevant coverage with consistent and positive messaging, with the aim to
engage with people, galvanise stakeholders, gather data and create excitement about the reopening of the pool.

Branding an Icon

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 architectural interior of the Baths.

The result was a suite of materials, used across digital platforms and printed assets.

Creative Services

Web Design

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.

Digital Services

Launching the regeneration project

To launch the regeneration project we held a high profile event 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, attracting hundreds of visitors and lots of positive feedback to back the application.

The launch of the display attracted significant press, radio and TV coverage and a microsite and social media channelswere also used to promote the scheme and gather data in readiness for the reopening.

PR Services

Social

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.

Results

150

attendees on the tours over two days

National coverage included BBC TV
Breakfast News

55,000

people reached with single organic post

CIPR Logo

Award-winning campaign

Best Event
CIPR PRide Awards

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