Gardiner Richardson launches culture10 events calendar
Newcastle-based integrated agency Gardiner Richardson has designed NewcastleGateshead Initiative’s (NGI) culture10 events calendar, which is being sent to newsdesks across the country this week.
NGI expects that the 2009/10 calendar of North East festivals and events, which includes a mass re-enactment along Hadrian’s Wall, theatre in a shipyard and the Evolution music festival, will attract one million visitors from both inside and outside the region.
The calendar is being issued to the UK media and travel industry to keep it abreast of what is going on across the North East during 2009/10.
It aims to generate awareness of, and interest in, taking advantage of the North East’s cultural offer at a regional and national level in bid to influence the holiday choices of NGI’s target market – described as ‘cosmopolitans’ and ‘discoverers’.
It will also be issued to NGI members, which include Newcastle and Gateshead councils, Arts Council North East, Newcastle International Airport and Newcastle United.
Nicola Short, Head of Marketing at NGI, said: “We asked Gardiner Richardson to develop a guide to North East culture which is eye-catching and difficult to put down, and the team has delivered just that.
“Everyone in the North East, as well as a growing number of people nationwide, knows that this region offers a high quality cultural experience and we want to spread the word. Key to doing this is ensuring regional and national reporters know what is going on, encouraging them to visit and share their positive experiences. The calendar reflects the North East’s high quality offer and I am certain that it will give those media influencers out there some food for thought.”
Darren Richardson, Gardiner Richardson Director, said: “This was a unique challenge to create a practical document that captured the interest of the reader.
“The calendar has a high quality finish. Its stylish and minimal debossed front cover suggests the quality that is within, creating a sense of intrigue as to what’s inside – content which certainly does not disappoint.
“Not only does the calendar demonstrate that we offer world class culture in the North East – it also shows that our creative industries are of international quality.”
The calendar is the latest in a suite of design work which Gardiner Richardson has produced for NGI, the first destination marketing agency in the UK to put culture at its heart through a festivals and events programme.
Gardiner Richardson is currently redesigning NGI’s website and last year it developed the creative for a national destination advertising campaign showcasing NewcastleGateshead’s world class cultural offerings, which appeared in the national titles including The Guardian.