The Newcastle Show has been running since 1899 and once was a city-wide holiday. However, in the face of a changing entertainment landscape, numbers have dwindled. In 2019, the board team at The Show wanted to breathe fresh life into the organisation and approached Enigma to help.
To breathe fresh life into an ageing icon.
We repositioned the event with a new brand and campaign that reflected true transformation and aimed to showcase the eclectic mix of activities on show, at The Show. The campaign featured lots of touchpoints for locals to experience the new-look Show.
Audience attendance was 40% up on previous years…and the best in almost 30 years.