Knights, Jets and local legends show travellers how to Fly the Newy Way with Newcastle Airport

The Newcastle Knights, Newcastle Jets and Triple M’s Tanya and Steve are among the familiar faces hitting screens across the Hunter as Newcastle Airport launches its latest campaign challenging locals to rethink the drive south and Fly the Newy Way.

Launching this week, Newcastle Airport’s new advertising campaign is encouraging people across the Hunter and Central Coast to think Newcastle Airport first. Building on the That’s the Newy Way platform and its focus on convenience, connectivity and authenticity, the campaign asks travellers to consider the growing choice available from Newcastle before automatically heading south to Sydney.

Newcastle Airport CEO Linc Horton said providing more connectivity and making travel from Newcastle Airport easier and more convenient was a priority. “Our network has grown, we now have an international terminal, there are more options for local travellers and we will continue to ambitiously grow that choice,” Mr Horton said.

“When people choose Newcastle, it shows airlines and government that the demand is here and helps us make the case for even more destinations and more choice.”

Executive General Manager People and Communications Burcak Sezer said she was incredibly proud of how Newcastle Airport’s Newy Way had evolved and was being brought to life through the new campaign.

“The Newy Way was created to give Newcastle Airport a voice and personality that reflects the region we serve,” Ms Sezer said. “It’s about being connected, convenient and authentic, while feeling and sounding like the Hunter.”

“That was an important part of the brief we gave our local creative agency, Enigma. We didn’t want a traditional airport ad that was simply about aircraft or destinations. We wanted to put our people and our region at the heart of it, have some fun with the different ways people travel and create something that would make people stop and think about where they start their journey.

“That’s also why working with Hunter crew and talent was so important. If we’re going to tell a story about our region, it should be made with our region. The characters, humour and personality bring The Newy Way to life in a way that feels genuinely local.”

“Central to our brief was getting people to pause and think about the whole journey, not just the flight. Once you factor in getting to Sydney, the traffic, tolls and potentially an overnight stay, there is more to consider than the airfare alone. That’s where The Newy Way comes in, encouraging people to think differently about where their journey begins.”

Newcastle Airport’s new fully integrated campaign, delivered across TV, radio, social media, digital advertising, Newcastle light rail, buses and billboards, uses humour to celebrate the different ways people travel. From the person who arrives two hours early to the one power walking to the gate, the campaign brings familiar travel habits to life with plenty of local personality along the way.

Head of Marketing & Communications Dylan Parker said the new campaign brings a distinctly Newy personality to the screen. “We wanted to create something people would enjoy watching and remember. Travel is exciting, chaotic, funny and sometimes a little unpredictable, so we wanted to have some fun with that and bring those moments to life in a distinctly Newy way,” Mr Parker said.

“We also wanted to capture one of the best parts of flying from Newcastle: when you land, you’re almost home.”

Fly the Newy Way was brought to life by Newcastle creative agency Enigma, with production bringing together an all-local crew and cast. 

Enigma’s Lisa Sutton Gardner said the team was excited to partner with Newcastle Airport on the next evolution of the campaign.

“We loved the ambition Newcastle Airport brought to the brief. They had a really clear vision for how they wanted the campaign to feel and gave us the creative freedom to bring that to life in a fresh and engaging way,” Ms Sutton Gardner said.

“Being a local agency, we immediately connected with the vision because it reflects the region we live and work in and the people the campaign is speaking to.”

“It was a great opportunity to build on The Newy Way and create something with real energy, humour and personality that feels distinctly Newcastle.”

The campaign follows Newcastle Airport’s biggest year on record. The airport handled more than 1.3 million passengers in the 2025–26 financial year and was named Airport of the Year at the 2026 Australian Aviation Awards.

Fly the Newy Way is now live on TV screens across the region, with the campaign rolling out across other channels in the coming weeks.