The Northern Territory’s refreshed tourism brand was launched in March 2005, completing six months of intensive market and consumer research. The research identified the Northern Territory’s target market as 'Spirited Travellers' and identified alignment between the needs of potential domestic and international travellers.

Based on the opportunity for greater alignment for positioning the Northern Territory in key identified markets, a new marketing communications strategy was designed to identify how best to reach and communicate with Spirited Travellers.  This has included the development of a suite of new visual and verbal tools and campaign program.

The strategy and core positioning of the destination is encapsulated in the Northern Territory’s tagline – Share our Story.

The development of the brand has resulted in the Northern Territory now using a common platform to develop its domestic and international market positioning and associated marketing programs.