VisitNorwich Campaign “Old City, New Attitude” Shortlisted for Two Awards

VisitNorwich’s “Old City, New Attitude” campaign has been shortlisted for two industry awards, recognising its creative approach to promoting Norwich as a contemporary city break destination.

The campaign has been shortlisted in the ‘Marketing Campaign of the Year – Up to £100,000 Media Spend category at the Travel Marketing Awards and for the ”Brand Communication Award’ at the Brandland Gather Awards.

Delivered by VisitNorwich, operated by Norwich Business Improvement District, alongside agency Fabbrica Media, the campaign launched in 2025 and marked a shift towards a single long-term creative platform for the city.

Centred around the line “Old City, New Attitude”, the campaign was designed to capture Norwich’s defining contrasts, where medieval architecture meets contemporary creativity, heritage meets irreverence and tradition meets playfulness.

Rather than focusing on multiple messaging pillars, the campaign brought VisitNorwich’s positioning together into one emotionally resonant idea designed to build long-term distinctiveness and strengthen how Norwich is recognised and remembered as a destination.

The campaign was developed against a backdrop of increasing competition for domestic tourism, changing consumer expectations and ongoing pressure on discretionary spending, while also responding to a perception challenge facing Norwich as a city often overlooked in favour of more established UK city break destinations.

With audiences increasingly consuming short-form, mobile-first content, the campaign adopted a fast-paced creative approach across film, social media and digital advertising, targeting “pre-nester” audiences aged 18 to 44 within a three-hour travel radius of Norwich.

The campaign delivered more than 4.47 million impressions and 41,732 clicks, exceeding benchmarks and demonstrating strong audience cut-through, with the hero film alone generating nearly one million impressions. Website engagement rates also exceeded 95%, significantly above benchmark levels. Beyond campaign activity itself, VisitNorwich recorded growth in direct and organic search traffic, while social audiences increased by more than 5,900 followers.

The momentum surrounding the campaign was further reflected in Norwich being named Best Place to Live in the UK by The Sunday Times in 2026, reinforcing wider positive perceptions of the city.