Creative technology agency whiteGREY has been appointed as the creative agency of record for Newcastle Airport, tasked with building a brand proposition and creative platform for the airport. This comes as the airport embarks on a terminal upgrade and expansion set to begin in 2023.

Lee Simpson, CEO of whiteGREY, has outlined the agency's strategy, stating that they aim to blend creativity with data-driven insights to create a brand platform that resonates with the local community and encourages increased airport usage. Simpson believes that by combining the airport's resources and data with whiteGREY's tools and methodologies, they can foster strong community connections and encourage more people to choose Newcastle Airport.

"Our goal is to create a brand platform that resonates with the local community and encourages increased airport usage," Simpson said. "By combining the airport's resources and data with our tools and methodologies, we aim to foster strong community connections and encourage more people to choose Newcastle Airport."

Dr Peter Cock, CEO of Newcastle Airport, underscored the importance of demonstrating the value of Newcastle Airport to Hunter Region residents. The region is the 7th largest population nationally and boasts the biggest regional economy. This makes it a crucial market for the airport and a key focus for the new branding strategy.

According to Newcastle Airport's Executive General Manager of Marketing and Communication, Burcak Sezar, the airport is at the start of its journey to improve terminal facilities, increase its ability to receive international flights, and extend its domestic offering. This ambitious plan, coupled with the new branding strategy, is set to position Newcastle Airport as a key player in the aviation industry.

Work on the new brand positioning and creative platform has already begun and is expected to be in the market shortly.