Imagine Newcastle: Moving talent to a progressive, regional city
Newcastle is a regional city two hours north of Sydney, home to roughly half a million people. In 2022 Mudbath was engaged to assist the City of Newcastle (CN) in progressing its vision to attract a diverse group of millennial and Gen Z professionals to the city. The campaign was called Imagine Newcastle.
After a successful pilot campaign in 2021 that offered movers a $10,000 grant to relocate to Newcastle, CN approached Mudbath to design and deliver a new website for the next iteration of the campaign. After extensive user research it was determined that the financial grant was viewed as a ‘cherry on top’ and professionals would make the move without the grant.
With these insights the new website pivoted its focus to highlight the professional opportunities, lifestyle benefits and affordability of Newcastle.