City of Newcastle

29 June

The City of Newcastle has appointed Kaimera as its media agency to lead media strategy, planning, and buying for its cultural portfolio.

This portfolio includes the New Annual arts festival and the Newcastle Art Gallery. Kaimera's selection followed a competitive tender process.

The agency will oversee integrated media activity across both offline and digital channels. This appointment aims to support the City of Newcastle's ambition to strengthen its position as a leading cultural destination in Australia. The New Annual festival attracted more than 50,000 attendees in 2025, while the Newcastle Art Gallery is home to one of Australia's most significant public art collections.

The cultural economy of Newcastle contributed approximately $565 million in direct value to the local economy during the 2023-24 period. Kaimera will collaborate closely with the City of Newcastle's marketing, destination, and cultural teams. Upcoming activities include support for the 2026 New Annual festival and the Newcastle Art Gallery's exhibition program.

Conor Riordan, Kaimera General Manager, stated, "At Kaimera we boast a number of staff either from, or who at some point lived, in regions outside our metro cities. We pride ourselves on our partnerships with regionally focused brands and institutions, that bring significant cultural and economic benefit to some of the fastest growing regions in our country."

Riordan also commented on the significance of the city's cultural assets, saying, "New Annual and Newcastle Art Gallery are two of the city's most important and unique assets, each with a pivotal role to play in attracting visitation, fostering creativity and showcasing Newcastle to the rest of Australia."

Expressing enthusiasm for the partnership, Riordan added, "We are excited to partner with the City of Newcastle as they embark on their 10-year cultural vision for the city and region and look forward to amplifying stories, both local and international, to grow audiences and support Newcastle's continued evolution as a nationally recognised cultural destination."

Nick Kaiser, Executive Manager Media Engagement Economy and Corporate Affairs at the City of Newcastle, highlighted the strategic alignment with Kaimera, saying, "Kaimera's strategic approach, audience understanding and experience delivering integrated media campaigns made them the right partner to help us connect more people with Newcastle's cultural experiences."

Kaiser further emphasised the importance of collaboration, stating, "As we continue to invest in and grow our cultural offering, it's important we work with partners who share our ambition and can help tell Newcastle's story to audiences both locally and beyond."

This article was originally posted by Mi3. The image source is Mi3 Article.