Different Narrative have teamed up with the brilliant team at NewcastleGateshead Initiative (NGI) through their innovative All In partnership model to launch a campaign that truly captures the authentic spirit of the North East.
As one of the first organisations to go All In, NGI have embraced a new way of working – one that’s rooted in partnership, flexibility and shared ambition. This fresh approach reflects NGI’s own values of collaboration and purpose-driven work, while creating the space for creative ideas to thrive and evolve.
“We’re very excited to be part of ‘All In’ – a model that mirrors our values of collaboration, innovation and purpose-driven work,” said a spokesperson for NGI. “Having a strategic partner that can be agile and flex with our needs is invaluable.”
A Campaign That Celebrates Real People and Real Stories
The new campaign shines a spotlight on the Newcastle and Gateshead that locals know and love – a place defined by its warmth, creativity and unmistakable North East character. By focusing on real stories and real people, the campaign invites visitors to experience the region in an authentic and welcoming way.
Audiences can expect to see the campaign come to life across digital, social, out-of-home and national media, supported by valued partners TransPennine Express and Eldon Square. It’s a vibrant showcase of the region’s personality – and a reflection of how collaborative partnerships can drive meaningful, lasting impact.
A New Kind of Partnership Model
Different Narrative’s All In model was created to rethink how agencies and clients work together – replacing rigid retainers with a more dynamic, trust-based partnership. It’s about being truly “all in” on shared goals, working side-by-side, and staying flexible to changing needs and opportunities.
By going All In, NGI have not only gained a strategic communications partner but also a creative extension of their team – one that can adapt, scale, and move quickly in a fast-changing landscape.
To see how collaboration, creativity and shared purpose can bring powerful results, visit differentnarrative.com/allin and discover what it means to go All In.