City of Newcastle has appointed media agency, Kaimera, to lead media strategy, planning and buying for its cultural portfolio, including flagship arts festival New Annual and Newcastle Art Gallery.
Following a competitive tender process, Kaimera will oversee integrated media activity across offline and digital channels.
The appointment encompasses New Annual, which attracted more than 50,000 attendees in 2025, and Newcastle Art Gallery, home to one of Australia’s most significant public art collections following its landmark expansion and reopening. Together, the assets sit at the heart of Newcastle’s growing cultural economy, which contributed approximately $565 million in direct value to the local economy in 2023-24.
Kaimera general manager Conor Riordan said the agency was delighted to be supporting the City of Newcastle at a time when arts and culture are playing an increasingly important role in shaping the city’s identity and visitor economy.
“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.
“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.
“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.”
The appointment will see Kaimera work closely with City of Newcastle’s marketing, destination and cultural teams to deliver strategic media campaigns designed to engage local audiences while driving visitation from regional and interstate markets.
Upcoming activity will support the 2026 New Annual festival, alongside Newcastle Art Gallery’s exhibition program, including major exhibitions aimed at further strengthening Newcastle’s reputation as a vibrant and creative city.
Nick Kaiser, executive manager media engagement economy and corporate affairs at City of Newcastle said Kaimera demonstrated a strong understanding of the role arts and culture play in Newcastle’s future growth.
“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.
“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.”
