northern territory tourism campaign

National Tourism Campaign Launched

• 20 June 2020

The campaign’s premise is that many Australians have travel credits, cabin fever and the desire to leave the cold weather behind and they have a lot of questions post-COVID. Where can I relax? Where can I go to be in the sun? What can replace my international trip? Where can I experience a different culture? What can I do that’s different from my regular local holiday? 

The answer is the Territory.

The Northern Territory offers unparalleled freedom and flexibility through our stunning landscapes, waterfalls and outback adventures, as well as our traditional Aboriginal art and cultural experiences. The Territory is a place that delivers adventure, escape and an opportunity to re-connect with friends and family. 

Part of the campaign, a collection of quirky television and digital advertisements, will capture the imagination of everyday Australians feeling the effects of lock down, who are ready to bust out and explore what the Northern Territory has to offer. The campaign has an additional promotion for the fly-drive and self-drive holidaymakers.

The Territory is the answer campaign will run from June to October 2020, with a national roll out across television, print, radio, digital marketing, social media and consumer activations. 

Cooperative campaign partners Expedia Group including Wotif, Tripadvisor and Helloworld Travel will promote a range of packages for holiday makers.  Further travel deals will be supported by Apollo, THL (Britz/Maui), Let’s Go Motorhomes, CIAA (NT Caravan Parks Association), Discovery Parks, Europcar and BIG4.

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Home » News » Tourism NT spotlights Indigenous experiences in new campaign

Tourism NT spotlights Indigenous experiences in new campaign

Tourism NT has launched a new, national marketing campaign, ‘Culture is closer than you think’, highlighting the Aboriginal experiences available only in the Northern Territory.

The campaign reminds Aussies that no passport is needed to experience truly amazing cultural experiences from some of the world’s oldest continuous living cultures.

Produced by creative agency Common Ventures, the campaign will run across digital, OOH, social media, YouTube and PR, and will be supported by paid and earned media and influencer partnerships

Two dedicated itineraries for both the Top End and Red Centre have been launched alongside the campaign, as well as an educational video for travellers – voiced by NT local, Gurindji man and prominent ABC radio presenter Charlie King.

As part of the ‘Culture is closer than you think’ campaign, Tourism NT has also partnered with Welcome to Country to offer deals for a range of Aboriginal tourism operators and experiences across the whole of the NT – launching today.

“Nowhere lets you connect with Aboriginal cultures like the NT which is home to a rich and diverse range of authentic Aboriginal experiences. Here in the NT, you don’t just see it, but can immerse yourself in cultures that are thousands of years old,” Tony Quarmby, Tourism NT’s executive director of marketing said.

“We are very lucky to have countless ways that visitors can learn and connect with Aboriginal cultures in the NT, whether it’s in a Saltwater Ceremony in Darwin, exploring ancient rock art galleries in Kakadu, camping on Country in Arnhem Land, visiting art galleries in Alice Springs, experiencing cultural festivals like Parrtjima – A Festival in Light and Taste of Kakadu, or learning about the ancient stories of Uluru.”

Paul Ah Chee Ngala, chair of the Aboriginal Tourism Committee, added that the NT’s Aboriginal Tourism Strategy found that 80 per cent of visitors to the NT would like an Aboriginal tourism experience.

“This new campaign will share more than 150 authentic Aboriginal experiences and offerings that we have here in the NT – many of which reside in local Aboriginal communities,” he said.

“These include close to 50 bookable Aboriginal cultural tours, plus Aboriginal art galleries, accommodation providers, ethical retailers and natural attractions like national parks. The campaign will continue to develop a sustainable and prosperous Aboriginal tourism sector across the NT, and one that is at the forefront of Aboriginal tourism in Australia.”

Tourism NT’s ‘Culture is closer than you think’ campaign follows the launch of its ‘Summer starts early’ campaign in July 2022, and its multi-award winning ‘Seek Different’ campaign which also launches into the New Zealand market today.

The New Zealand iteration of ‘Seek Different’ – originally planned for launch in late 2019 before Covid-19 hit, will roll out with a 30-second TVC across NZ television and video-on-demand platforms, as well as digital channels including YouTube, Facebook and Instagram.

The New Zealand ‘Seek Different’ campaign will also be supported by print and OOH advertising, a media partnership with The New Zealand Herald and a range of PR, social, influencer and owned content activities including the launch of a dedicated microsite that will host guides and deals to help New Zealand travellers plan their visit.

The media strategy, executed by Atomic 212, will target the 50+ high-value traveller segment specifically in Auckland and the North Island.

You can find out more about the ‘Culture is closer than you think’ campaign and deals HERE .

Email the Travel Weekly team at [email protected]

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Tourism NT launches new brand and marketing campaign

New tagline and national marketing push to attract new travellers with messaging tourism body says now captures both experiential and landmark aspects of the region

Tourism NT has launched new branding with the tagline ‘Different in every sense’ in a bid to attract more visitors to the territory.

After extensive market research across key markets in Australia and across the globe, Tourism NT decided to make the change to tap into the sensory experience of visiting the region, along with the sights of the area, and reflect this in its branding. It makes a departure from the previous brand positioning around the ‘Do the NT’ theme, which launched in 2013. 

Tourism NT executive general manager marketing, Tony Quarmby, said the brand review showed the tourism products and experiences that created the Northern Territory tourism brand were globally unique.

“There are two parts to a destination brand, the consumer’s actual experience with the location, the people and organisations and then how they perceive that experience,” Quarmby said.

Tourism NT developed the new brand to incorporate both the tourism products and services on an experiential level along with the iconic landmarks and scenery to evoke how a visit to the NT should make people feel.

Quarmby said the idea is to highlight the Northern Territory as a place where senses run free, where people who travel in the area feel the openness and freedom within themselves. 

“A visit to the Territory allows people to truly disconnect from the everyday and reconnect to others in a place that constantly surprises and delights,” he said.

The national marketing campaign includes outdoor advertising on billboards, street furniture, buses and across the News Corp digital and print media platforms along with search and online advertising. Advertising will highlight that the Northern Territory is ‘Different in every sense’ and will direct audiences to www.northernterritory.com for more travel inspiration and planning tools.

Coinciding with the launch of the new brand is a refreshed logo, which retains the iconic brolga – a highly recognisable NT asset with more than 20 years of brand equity. The updated logo is simpler and cleaner, and features the brolga in front of an orange sunset, finished with a new Arafura Blue font.

“The new brand will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation.”

Follow CMO on Twitter:  @CMOAustralia , take part in the CMO conversation on LinkedIn:  CMO ANZ , follow our regular updates  via CMO Australia's Linkedin company page , or join us on Facebook:  https://www.facebook.com/CMOAustralia .  

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The Territory is the Answer – Tourism NT’s National Tourism Campaign Kicks Off

Tourism NT’s newest campaign The Territory is the answer will launch nationally tomorrow to entice Australians to start booking their dream holiday to the Northern Territory.

The campaign targets domestic travellers who have travel credits, cabin fever and the desire to escape the winter weather in the southern states.

It targets Australians who might have been planning an overseas trip but had plans derailed by COVID-19.

Part of the campaign, a collection of quirky television and digital advertisements, will capture the imagination of everyday Australians feeling the effects of lock down, who are ready to bust out and explore what the Northern Territory has to offer.

It will run from June to October 2020 with a national roll out across television, print, radio, digital marketing, social media and consumer activations.

The campaign launch follows the Territory Labor Government’s announcement last week of a tourism voucher scheme to encourage Territorians to explore the Territory and support local tourism businesses until borders can safely re-open to interstate visitors on July 17.

More than 26,000 vouchers worth $200 will be available from 1 July, Territory Day, for Territorians to put towards a tourism experience, tour, accommodation, hire car or recreational fishing charter, so long as they match the spend with their own money.

Cooperative campaign partners Expedia Group including Wotif, Tripadvisor and Helloworld Travel will promote a range of packages for holiday makers.  Further travel deals will be supported by Apollo, THL (Britz/Maui), Let’s Go Motorhomes, CIAA (NT Caravan Parks Association), Discovery Parks, Europcar and BIG4.

Find out more www.northernterritory.com

Quotes from Minister for Tourism, Sport and Culture, Lauren Moss:

“Our tourism businesses have been hard hit by COVID-19, but with our borders opening up on 17 July, we stand ready to entice our Southern friends to spend their holiday dollars here.

“Last year, Aussies spent more than $64 billion on overseas holidays. With international travel off the cards until at least next year, we’re encouraging our friends down south to come and have the adventure of a lifetime here.

“Whether it’s crystal clear waterfalls, luscious sunsets, the rugged beauty of Litchfield or stunning Red Centre landscapes, the Territory has all the answers for our interstate friends who have been cooped up for months and are now rugged up against the winter chill.

“So book your plane ticket or pack up the car – we’ll be ready with cold drinks and a warm welcome.”

  Quotes from Tourism NT, Executive General Manager Marketing, Tony Quarmby:

“For too long Australians have said ‘I’ll go one day’ - well that day has come, there are no excuses left.

“Everyone here is looking forward to re-opening and sharing this spectacular part of our backyard with the rest of the country.

“It is the opportunity all Australians have been waiting for, the chance to escape our enforced mundane routines and the southern winter chill.  The weather up here is still warm, there’s plenty of spectacular attractions to experience and wide open spaces to explore.  Book now and come up and shake off those ‘isolation’ blues."

Quotes from A/CEO Department of Tourism Sport and Culture, Andrew Hopper:

“We acknowledge the devastating impact that these closures have had on the tourism industry.  As an industry we have been waiting for this moment when our borders reopen. We are thrilled and absolutely ready to now answer the call of the many Australians, looking for an escape to the warmer climes of our regions.

“It will not be an easy road ahead for the sector, as we enter an extremely competitive market and continue to work closely with health officials to best manage the COVID situation as we transition.

“The team at Tourism NT is here to support the tourism industry to move forward. If we are to make an impact, it will rely on getting holiday visitors here in the Territory.”

Media contact : Lisa Sennett 0436 929 858

Copyright and disclaimer | Privacy | Freedom of information | Interpreter services | Accessibility | Feedback

© Northern Territory Government 2024

Tourism NT unveils new ‘Different in every sense’ brand and tagline via KWP! to replace ‘Do the NT’

‘Different in every sense’ will replace Tourism NT’s ‘Do the NT’ tagline from today as part of a new brand positioning via KWP! aimed at attracting more visitors to the Northern Territory.

A major national marketing campaign reflecting the new brand positioning launches this Sunday, 15 September, featuring outdoor advertising on billboards, street furniture, buses and across the News Corp digital and print media platforms. Search and online advertising will also complement the campaign.

The deliberate departure from ‘Do the NT’, which first launched in 2013, follows extensive market research across key markets in Australia and across the globe.

Tourism NT executive general manager marketing Tony Quarmby said the research, conducted as part of a brand review, showed the tourism products and experiences that created the Northern Territory tourism brand were globally unique.

Says Quarmby: “There are two parts to a destination brand, the consumer’s actual experience with the location, the people and organisations and then how they perceive that experience.”

The new brand reflects the Northern Territory tourism products and services on an experiential level, not just the iconic landmarks and scenery, evoking how a visit to the NT should make people feel.

Says Quarmby: “We are highlighting the Northern Territory as a place where senses run free; it emboldens the people who travel within to feel that openness and freedom within themselves. A visit to the Territory allows people to truly disconnect from the everyday and reconnect to others in a place that constantly surprises and delights.

“The new brand will ensure we stand out from the crowd with marketing campaigns that reflect our competitively unique differentiation.”

Advertising will highlight that the Northern Territory is ‘Different in every sense’ and will direct audiences to www.northernterritory.com for more travel inspiration and planning tools.

Coinciding with the launch of the new brand is a refreshed logo, retaining the iconic brolga – a highly recognisable NT asset with more than 20 years of brand equity. The updated logo is simpler and cleaner, and features the brolga in front of an orange sunset, finished with a new Arafura Blue font.

The Northern Territory is unlike any other place on earth, because you don’t just observe it, you feel it, it’s different in every sense.

Strategic Positioning: The Royals Consortium Creative and Campaign Development: KWP! Media agency: Atomic121

The stills hold up, but that video is really sub-par. With the Location Scout web series they launched, I thought it was a clever step away from hype reels. The NT is no doubt amazing, this lets it down a little bit in its craft I’m afraid.

It’s not the campaign I don’t think. Just the tagline launch.

This is the hype reel right?

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'C U in the NT' tourism slogan causes social media stir

Could a swear word breathe new life into the Northern Territory tourism industry?

It is an unconventional strategy but there are signs it is paying off for the mystery creatives behind the "C U in the NT" logo.

The controversial design surfaced online late last week and it has rippled across social media and generated international coverage.

It is not affiliated with the government body Tourism NT, which, along with other industry groups, has been working to boost visitor numbers and spending which have lagged behind other states.

Requests for interviews with the people behind the brazen slogan were met with an automated message apologising that staff were "flat out like a lizard drinking".

An 'embarrassment' or good marketing?

Social media users have had a range of reactions to the campaign.

Philip called it a "clever campaign" and said:

"I didn't know what or where the NT was before the media picked this up."

Renee declared that "this page is an absolute f**king embarrassment".

Annalise asked "what Elders you consulted or granted you permission to use Uluru, with this slogan plastered over it". The post that featured Uluru has since been removed.

Eric said: "Grow up. Don't base your marketing on lady parts and shocking words when you have a spectacular natural environment to share."

Others tagged friends in the photo posts and made suggestions about travel plans.

An 'independent underground campaign'

In response to questions about its Uluru post, a campaign spokesperson said: "This campaign was born out of love for the Northern Territory and its people. We have removed any images that may be deemed offensive out of respect."

But while other questions remain unanswered, a media release described their efforts as an "independent underground campaign" by "a guerilla group of people" designed to market the Territory to younger travellers.

As well as posts on Facebook describing tourist attractions in the Territory, the group has a sophisticated website where it sells merchandise.

T-shirts and singlets are on sale bearing a design that shares strong similarities with the official Tourism NT design.

The media release also contained a reassurance that merchandise orders would be fulfilled and delivered, perhaps for anyone who harboured doubts about the group's professionalism or reliability.

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