Newcastle turns up the volume with new campaign to attract visitors
Building on the momentum of the 2026 Mercury Prize, a Local Visitor Economy Partnership (LVEP) and rail company, LNER have united to encourage more visitors to experience everything the city has to offer.
The 2026 Mercury Prize and Mercury Prize Fringe provide the springboard for a campaign that introduces audiences to the North East's creative communities and encourages visitors to look beyond the prize ceremony itself. It supports long-term visitor growth by promoting the area's music scene, independent food and drink businesses, and visitor experiences.
Aimed at London-based 25-34-year-olds, ‘Get Closer to Newcastle’ focuses on a priority group with strong potential to convert into visitors to North East England. This culturally engaged demographic is already motivated by live music, events and short-break travel. The activity aims to inspire people to get closer to the music and places that give the city its character while encouraging travel to the region by rail with LNER.
LNER is also returning as the Official Travel Partner for the 2026 Mercury Prize. LNER will be helping the Mercury Prize shortlisted artists, as well as the judges, the wider music industry, and countless music fans benefit from the freedom that rail travel brings.
Content across web and social media, supported by influencer partnerships, will focus on Newcastle's grassroots music venues and emerging artists, using the city's music scene as an introduction to the wider destination. Content will also feature independent restaurants, cultural events and distinctive experiences found across the city, presenting audiences with experiences that are uniquely Newcastle.
It follows on the success of the 2025 Mercury Prize, which attracted almost 8,000 visitors to events across the region, generated more than £874,000 in visitor spending and reached a global audience of 1.6 billion through media coverage, social media engagement and broadcast audiences. The Mercury Prize raised Newcastle’s national and international profile, introducing the destination to new audiences and enhancing its reputation as a place to visit.
NewcastleGateshead Local Visitor Economy Partnership (LVEP) delivers on behalf of Newcastle City Council and Gateshead Council, as one of the first accredited Local Visitor Economy Partnerships (LVEP) in England, leading on the promotion, marketing and development of Newcastle and Gateshead at a local and national level.
Newcastle continues to strengthen its reputation for culture, creativity and major events. Recent milestones include hosting the MOBO Awards, welcoming the Mercury Prize for a second consecutive year and preparing to host the UEFA EURO 2028. These achievements are helping raise the destination's reputation as a leading destination for visitors seeking cultural experiences.
This campaign demonstrates the power of collaboration, working together with LNER, The British Phonographic Industry (BPI), Generator and organisations across the visitor economy and cultural sectors to maximise the economic benefit generated by the Mercury Prize and the Mercury Prize Fringe.
The Mercury Prize Fringe, powered by Generator, is a series of gigs, workshops, discussions, masterclasses and creative experiences taking place across Newcastle's most iconic venues in the lead-up to the prize celebration, helping bring the celebration of music to venues and communities across the region.
Music tourism plays a valuable role in destination marketing, creating emotional connections with visitors. Using the region's music ecosystem and creative identity as a catalyst, partners hope to generate benefits across the visitor economy, increasing footfall for hospitality, retail and cultural venues while supporting repeat visits and future investment.
The Mercury Prize gives us a valuable platform to introduce Newcastle to new audiences and encourage more people to experience the destination for themselves. Visitors may come for the event, but we want them to stay longer, spend time in the city and discover what makes this part of the country special.
Cllr Colin Ferguson added, "Easy rail access makes Newcastle an attractive option for a short break, and this campaign demonstrates just how much there is to enjoy alongside the event itself. It is about turning national attention into regular visits that benefit businesses across the destination."
Working closely with a number of partners on this campaign has given LNER a unique opportunity to promote the benefits of rail travel for both our customers and our communities. As Official Travel Partner of the Mercury Prize, we're proud to help connect music fans with one of the UK's most celebrated music events while showcasing the ease and convenience of travelling by rail.
Olivia Jeffrey added, “Choosing to travel by train with LNER means having the freedom to travel your way, giving you the time to relax, work or play. And getting to Newcastle has never been simpler, with three trains every hour from London, offering more seats, more choice, and faster journeys to the North East.”
This campaign is not only part of our strategic approach to growing the visitor economy but about positioning our welcoming city and distinctive creative identity to millions of potential visitors.
Jen Rea added, “Music has a unique power to shape perceptions, tell the story of a place and create an emotional connection that inspires people to visit. Through our partnership with LNER, and working alongside Newcastle City Council, BPI, Generator and the wider industry, we are bringing together our collective expertise, reach and ambition to maximise the impact of this opportunity. We are all working together towards a shared ambition, shining a spotlight on Newcastle’s distinctive offer, supporting our local music scene and encouraging more people to experience everything our city has to offer.
“The Mercury Prize has given us a powerful platform to strengthen Newcastle’s reputation as a must-visit destination. Events like the Mercury Prize are about more than a single night, it is an opportunity to turn awareness into visits, visits into spend and lasting impact for the city.
Experience North East England delivers on behalf of Newcastle City Council and Gateshead Council as one of the first accredited Local Visitor Economy Partnerships (LVEP) in England, leading on the promotion, marketing and development of Newcastle and Gateshead locally, nationally and internationally. Part of a national portfolio of strategic tourism bodies, the NewcastleGateshead LVEP works in collaboration with local, regional and national stakeholders on shared priorities to support and grow the visitor economy.
