PR & Marketing Agency | Twist

Northern Lights Newcastle 2025 Campaign

Portfolio

NFLUENCER CAMPAIGN | PR

Northern Lights Newcastle 2025 Campaign

Portfolio

Year three of bringing the festive light trail to life in Newcastle

Continuing our partnership with Northern Lights Newcastle for the third year.

The Brief

Twist was selected to manage the PR campaign for Northern Lights Newcastle again for their third year at Leazes Park. The campaign ran from May 2025 to January 2026, with launch planning commencing in April 2025.

The campaign’s objectives focused on securing strong regional, national and broadcast media coverage while delivering supporting activations that would extend awareness beyond traditional PR. Alongside media relations, the strategy incorporated digital partnerships, competitions, influencer engagement and community outreach to drive ticket sales and maintain momentum throughout the event’s duration.

Our Approach

The campaign combined a proactive press approach with a programme of strategic partnerships, competitions and influencer engagement to maintain momentum building up to and throughout the event season.

Multiple press releases created ongoing news opportunities, covering the initail announcement, tickets going on sale, Lantern Lane in partnership with Newcastle Hospitals Charity, kids go free offers, and foodie-focused stories.

Alongside media relations, we delivered digital collaborations with NE1, NewcastleGateshead Initiative (NGI), Living North and Under the Christmas Tree campaign. These partnerships included competitions, digital promotion, newsletter features, advertising, data capture and broadcast coverage on Hits Radio North East and BBC Radio Newcastle.

Influencer activity was expanded for this campaign through bookings managed via See Tickets, resulting in 68 influencers engaging with the event. This included liaison with Chris and Rosie Ramsay, who supported the campaign through reposts and Instagram Stories.

Additional family-focused outreach included providing complimentary tickets to local parent groups and PTAs in exchange for Facebook reviews, while opportunities with Primary Times were also explored to further extend awareness among family audiences.

Why it worked

By combining proactive media relations with carefully selected partnerships and community engagement, the campaign maintained visibility throughout its lifecycle rather than relying on a single launch announcement. The continued coverage drove ticket sales and attracted relevant audiences who were the right fit for the brand.

The Outcome

195

Pieces of press and influencer coverage

9.3m

Combined audience reach

5.6m

Impact

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Search

We know the importance and value of getting your brand in front of people’s eyes on Google, so we use our expertise in SEO to drive organic search rankings and website traffic to help our clients become more discoverable online. We also include SEO packages into every website we build too.

We have an excellent track record in SEO for tailoring online and offline marketing campaigns that improve website performance, and use our skills and knowledge of Google’s algorithms to help our clients rank higher in Google search that ultimately provide improved conversion rates.

Web Development

We design Wordpress websites in ways that captivate audiences with beautiful visuals and UI to keep them immersed in your site. The look and feel of the websites we design are intended to inspire, with user-friendliness being at the core of each design to achieving conversion. 

As a UK based web design agency, we firmly believe that balancing these two aspects of design results provides the greatest user experience.

Influencers

Anyone who has an influence over your target audience is an influencer. Whether influential in business, sport, leisure or celebrity circles we have an enviable track record of matchmaking those influencers with your brand. An influencer only has influence if the content they’re sharing or conversations they are having is relevant to what their audiences want to see and hear, which is why we always put the audience first when matchmaking brands with an influencer.

We also understand the power of micro influencers and how long term brand partnerships can generate a healthy ROI.

If you’re curious about whether influencer marketing is right for your brand, get in touch and we’ll talk you through our experience and find the best routes suited to your audience. 

Insight

Insight is about making sense of what people want, how they feel and using this information to create truly engaging brand strategies that lead to the power of conversation about your brand. A brand is not what you tell your audiences it is, it’s what they tell each so the power of conversation should never been underestimated.

Twist helps brands to bring insight to life by making sense of the customer to develop campaigns that inspire and create conversations.

Content

With an insightful, strategic and proactive approach to producing creative content, we invest time to understand our clients’ visions, values and identity so the content we create trumps a thousand words. We are here to help set up and liaise on photography and videography opportunities to propel your brand into the media and social spotlight.

From portraits of your team, to atmospheric vibes that reach far and wide on social, to tempt the glossies and inspire editorial inclusion, we can help come up with ideas for capturing the right moment, so when people see it, they will stop, think and want to know “where’s that”, “what’s that” and “I want that”! And even better… we want our content to create conversations for your brand.

Design

Our graphic designers are bursting with ideas to bring your brand to life with standout and eye-catching creative. 

Whether we create campaign content, bring a new brand to life, energise brand identity or come up with compelling creative ideas to turn your vision into a fun visual story, our team are here to support.

Social Media

In a fast-moving digital world, it can be hard to keep up. Our team are on hand to help position and keep your brand front of mind, and for reaching new audiences with a multichannel strategy that covers all social-media bases. 

We’ll set goals to measure authentic content that’s on-message, on-trend and on the right channel. And with regular reporting, we’ll help you react and adapt to keep those click-through and engagement rates rising.

PR

From sparkling copy and video scripts to media pitches, product placement and press release distribution, we use word power to pack a story-telling punch. Our talented team can support you with skilfully crafting distinctive story ideas that capture journalist’s attention, as well as preparing feature articles and setting up interviews.

Whether we write, distribute or come up with the news hook, Twist has built enviable relationships with journalists and are on hand to connect these journalists with your brand. We jump on topical conversations, as well as reacting to media enquiries to build and maintain a regular drumbeat of brand mentions for you in the public domain.