Home Examples of work Newcastle City Council – Walker Riverside Regeneration

Karol Marketing were appointed to improve local perceptions and engagement through the Walker Riverside regeneration project – a joint redevelopment venture between Places for People, Newcastle City Council and Bridging Newcastle Gateshead. We encouraged the public to attend consultation events, attracted new residents, obtained measurable feedback and created awareness of the regeneration project throughout the wider community through a campaign which involved:

  • Creating a core umbrella brand ‘HOW’ (Heart of Walker) which had enough flexibility to be used for different purposes and that reflected the ‘heart’ of the area
  • Using media relations as a tool to shift perceptions within the community
  • A shift from negative to positive opinions which saw a shift in the public embracing change
  • Attendance of over 1,200 people at the launch consultation event
  • Consultation events being heralded as a success by key stakeholders and used as an exemplar of best practice for other Pathfinder organisations throughout the country
  • The Evening Chronicle and Journal running lead articles covering the campaign story
  • Media coverage which generated a 3:1 return on investment
  • Gold CIPR Award for Best Community Relations



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