newcastle Hotel celebrates the city with a groundbreaking campaign

Part of the global Melia Hotel Group, INNSiDE Newcastle will celebrate its new Quayside location with a tribute to the ‘people of the city’ and a nod to the culture, communities and industries that they represent. The INNSiDERS of Newcastle campaign will bring together a small collective of the city’s cultural leaders who are making a difference in the city. The Executive Magazine takes a closer look.
Elizabeth Jenkins-Smalley

Elizabeth Jenkins-Smalley

Editor In Chief at The Executive Magazine

Shining a spotlight on 18 individuals in the city, in celebration of INNSiDE Newcastle’s opening, the groundbreaking campaign will capture the community through the lens and culminate in a spectacular public art exhibition, revealing the INNSiDERS of Newcastle on 24 June.

The Melia Hotel’s INNSiDE Newcastle venue will collaborate with award-winning photographer Megan Jepson and videographer and content creator, Ben Hale from The Executive Group, to capture the portraits and a behind-the-scenes glimpse into the lifestyles of each of the INNSiDERS; both will help to curate the art exhibition, which will be displayed for three consecutive nights at INNSiDE Newcastle.

The INNSiDERS of Newcastle will be announced over the course of the next six weeks, revealing the faces of the campaign on the brand’s Instagram channel. Some of those featured in the campaign include local independent and entrepreneur Harry Vaulkhard of Newcastle Gin; Director of Northern Pride – the largest LGBTQ+ charity in the North East, Ste Dunn; Director of Partnerships at Northumbria University, Professor Katy Shaw; MP Chi Onwurah; Steve Beharall, Head of Foundation at Newcastle United Foundation; and Tim Wilson, Managing Director at Atomhawk – who specialise in creating world-class concept art and design for the entertainment industry here in Newcastle.

Commenting on the project, Scott Brown, Cluster Director of Sales at INNSiDE UK, said: “INNSiDE by Melia’s ethos is to bring the culture of the city into their hotels, with each stay enriched with music, art and wellness curated by the hotel’s local experts. The INNSiDERS of Newcastle campaign brings this philosophy to life by praising the people of the city that help bring Newcastle’s culture to life and make it what it is. We are delighted with the INNSiDERS we have on board for this campaign, there is a real mix of individuals and sectors celebrated, it really shows off Newcastle’s vibrant community.

“So far this has been a digital project, bringing together the people of Newcastle, but once complete our INNSiDERS will be able to stand together in the hotel and celebrate this momentous occasion. It really will be something to remember.

“Ben Hale and The Executive Group have been a stand-out partner to work with on this project, their passion and creativity has really brought the campaign to life in a way we couldn’t have imagined. Megan Jepson –  the photographer for the INNSiDERS of Newcastle campaign – has cleverly captured the community through the lens – telling their story with some amazing footage.”

Professor of Contemporary Writings at Northumbria University, and one of the INNSiDERS of Newcastle, Katy Shaw, commented: “The North has always been a powerhouse for culture and it’s fantastic to see how INNSiDE Newcastle has incorporated cultural highlights from the city and the wider city region into its design and launch activities. Northumbria University has a long and proud history of working with cultural partners and, as Director of Cultural Partnerships, I know how much can be achieved when sectors work together to celebrate the brilliant cultural individuals and institutions that are shaping the city today. There has never been a better time to champion the amazing cultural organisations and creatives that make Newcastle such a vibrant and dynamic place to visit, work and live.”

INNSiDE Newcastle officially opened earlier May, in line with the Government’s roadmap announcement. Bringing a slice of continental life to the heart of the city, the 161-room hotel is located on Newcastle’s historical Quayside, offering breath-taking views across the River Tyne and an eclectic home-from-home feel for guests to explore the city centre.

As part of Meliá Hotels International, INNSiDE Newcastle will operate the global ‘Stay Safe With Meliá’ programme across the hotel, including measures to prioritise guest and staff safety during Covid-19. 

About INNSiDE by Meliá

INNSiDE is a collection of balanced lifestyle hotels for work, play and wellbeing – or anything in between. We enrich the everyday experience with thoughtful touches, backed up by big ideas. Catering to a variety of people from Work Trippers and City Breakers to Social Explorers and Party Chasers, INNSiDE is for every you – whichever you that is.

About Meliá Hotels International

Founded in 1956 in Palma de Mallorca (Spain), Meliá Hotels International is one of the largest hotel companies worldwide, as well as the absolute leader within the Spanish market, with more than 380 hotels (current portfolio and pipeline) throughout more than 40 countries and four continents, operated under the brands: Gran Meliá Hotels & Resorts, Paradisus by Meliá, ME by Meliá, Meliá Hotels & Resorts, INNSiDE by Meliá, Sol by Meliá and TRYP by Wyndham. The strategic focus on international growth has allowed Meliá Hotels International to be the first Spanish hotel company with presence in key markets such as China, the Arabian Gulf or the US, as well as maintaining its leadership in traditional markets such as Europe, Latin America or the Caribbean. Its high degree of globalisation, a diversified business model, the consistent growth plan supported by strategic alliances with major investors and its commitment to responsible tourism are the major strengths of Meliá Hotels International, being the Spanish Hotel leader in Corporate Reputation (Merco Ranking) and one of the most attractive to work worldwide. Meliá Hotels International is included in the IBEX 35 Spanish stock market index.

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