The Great Exhibition of the North takes place from 22 June – 09 September 2018 across NewcastleGateshead; in a combination of indoor and outdoor locations, including cultural venues, iconic visitor attractions, world-leading universities and cutting edge businesses. The aim of The Exhibition is to reach 3 million people in a physical and digital capacity.
“We’re delighted to have appointed this brilliant creative agency from right here in the North. Twentyseven have an impressive track-record in delivering innovative and inspirational branding campaigns.”
Director of Marketing and Communications, NewcastleGateshead Initiative
Following our successful pitch, we won the opportunity to work on the branding and marketing for The Exhibition.
By working closely with the team at NGI, we defined the campaign tone and key messages and developed a ‘core narrative’ that delivers a consistent yet flexible and engaging way of communicating what The Exhibition is, as well as a series of ‘sub-narratives’ each tailored to specific audiences; from the local and northern public to corporate and contributors.
We developed the hashtag and url GetNorth2018 as a compelling call to action that encourages the public to not only visit The Exhibition in the summer of 2018, but to also understand what makes the wider region so special and unique. In conjunction with this we developed a vibrant design concept that combines colour and pattern to create a strong navigation system helping to guide visitors through the event and its themes of Art, Design and Innovation.
In this initial phase, we have art-directed CGI visioning imagery, created a large scale animation that was projected onto the Baltic and produced a pitch document for Government and The Exhibition board members.
Currently we are developing a visually compelling website that provides comprehensive information about The Exhibition in a easily accessible way. We are also developing an exciting awareness campaign concept to launch the advertising roll out.