‘New Adventures’ drives collaboration and inclusivity in the North East

Wednesday April 12, 2023
New Adventures

TXGB is proud to be working in partnership with NewcastleGateshead Initiative (NGI) to power the ‘New Adventures’ campaign.

Funded by the North of Tyne Combined Authority (NTCA) and delivered in conjunction with North Tyneside Council and Visit Northumberland, it’s the first time multiple destination sites have been brought together using the TXGB platform, to allow seamless cross-promotion between DMOs.

As NewcastleGateshead continues its drive to double the size of the North East’s visitor economy, activity planned under the ‘New Adventures’ banner is especially aimed at bringing smaller tourism businesses together.

Under the three headline themes of ‘Active Pursuits’, ‘Food & Drink’ and ‘Winter Escapes’, organisers are calling on a diverse range of tourism products to participate in the programme.

This will help create novel, authentic visitor experiences that reflect the richness and uniqueness of all the region has to offer. 

‘The beauty of this idea is its inclusivity.’ says NGI’s Destination Director, Ian Thomas.

‘We want new and existing products – spanning everything from walking tours, culinary workshops and flower arranging, through to kayaking and mountain biking.

‘By showcasing as varied an in-destination itinerary as possible, we hope to get people staying longer and doing more. 

‘TXGB had to be at the heart of taking this campaign to market because of the technology’s unique capability to be the conduit for all types of tourism businesses, as well as each of the destinations involved.

‘Using it as a collective in this way will demonstrate the technology’s true potential and I’m excited to see what we can achieve throughout the course of the campaign.’

Boundless opportunities

As well as enabling the three DMOs to amplify each other’s marketing efforts, embarking on joint campaign activity via the platform makes it easier for DMO members and tourism suppliers to opt-in and maximise promotional activities and/or direct bookings on the destination sites championing ‘New Adventures’.

Ultimately, with the goal of reaching new audiences, TXGB’s involvement makes it easier for businesses to get involved with the new campaign – and for some, become bookable online for the first time.

Via a user-friendly dashboard, businesses can connect to national and even global distribution channels including Tripadvisor, AA Rated Trips and the VisitBritain Shop.

And as NGI leads the nation in establishing the first ever Destination Development Partnership (DDP), the belief is that the opportunities will be almost boundless once the new, inherently more collaborative structure takes shape.

If you would like to know more about ‘New Adventures’ or have an experience/attraction to connect, then click here.

Keen to hear how TXGB can help you maximise regional campaign activity? Contact