NY PARIS TOKYO NORWICH - Speculative Campaign Concept
Overview
This speculative project imagines a collaborative campaign between Norwich University of the Arts (NUA), the University of East Anglia (UEA), Visit Norwich, and the Norwich BID. The idea: to create a citywide, design-led newspaper and print campaign that positions Norwich as a leading university city while celebrating its creative, cultural, and independent spirit.
The Concept
The centrepiece is a quarterly or biannual poster-zine: an A1 sheet that folds down to A5, printed sustainably on Extract by G.F. Smith (paper made from recycled coffee cups). Free to pick up across the city — at cafés, restaurants, cultural venues, and Norwich train station — the zine doubles as a collectable travel guide and a piece of collateral for prospective students. Copies could also be sent internationally with prospectuses or distributed across other UK cities to showcase Norwich to a wider audience.
Each edition would feature:
Local guides to independent cafés, bars, restaurants, shops, and cultural spaces.
Insider stories with local creatives and noteworthy figures, spotlighting their favourite places.
Events listings highlighting Norwich’s vibrant arts and culture calendar.
Positive news celebrating innovation, sustainability, and local talent.
Brand Extensions
To amplify the campaign, branded merchandise (such as tote bags and posters — e.g. the “New York, Paris, Tokyo, Norwich” concept) would position Norwich as a cultural destination.
Campaign Activation
Each launch would include a press and influencer trip, bringing in a curated group of content creators from the UK and Europe to stay in Norwich, experience the city, and create user-generated content. Their reach would extend Norwich’s story far beyond the local community.
Impact
For universities: compelling content to attract international students by showcasing not just academic offerings but lifestyle, culture, and community.
For tourism boards: a fresh way to put Norwich on the map as a destination for design, culture, and independent living.
For the local economy: increased visibility and support for independent businesses, driving footfall and spend.
For the city’s identity: a unifying campaign positioning Norwich as a creative, progressive, and globally connected hub.
Outcome
This speculative project demonstrates how a cross-sector partnership between universities, tourism boards, and cultural institutions could create a sustainable, design-led print and digital campaign that elevates Norwich’s profile internationally — while providing lasting value to students, locals, and visitors alike.