Tourism NT will continue to ensure the NT remains distinctive and appealing through our 2009/10 campaign activity while working with you, the industry, to secure more opportunities for you to showcase your offers and experiences and drive urgency to travel to the NT.

In Progress

Festivals campaign

Tourism NT has embarked on an exciting online campaign to highlight the richness and depth of the cultural offerings available at the NT's major arts events - with a focus on the Darwin Festival and the Alice Springs Desert Festival.  The unique NT character is being demonstrated through the inclusion of other quirky events such as the Camel Cup, Henley-on-Todd Regatta, Alice Springs Beanie Festival and Darwin Beer Can Regatta.

The campaign ran throughout May and June and included PR activity surrounding Rosemount Australia Fashion Week in Sydney that promoted the Alice Springs Beanie Festival. A total of $220,000 was invested to target Spirited Travellers on the eastern seaboard; specifically those with an interest in music and the arts. Melbourne audiences were targeted with messages supporting the return of Tiger Airways flights direct to Darwin from Melbourne. For more information, contact Mark Crummy on 08 8999 3008 or email mark.crummy@nt.gov.au

In Review

EncouNTer Kakadu Campaign April 2010

The third destination campaign featuring integrated activity on Yahoo!7, Channel 7 and social media networks.

Originally scheduled as a four week campaign, it was extended until 12 June through a partnership with Lonely Planet placing content on its website to drive traffic to the Yahoo!7 and Kakadu EncouNTer website.

Viewers shared in the travels of campaign host and comedian Corinne Grant as she explore the many captivating attractions of Kakadu and the Nature's Way tourist drive, including airboat rides through the Mary River wetlands, casting a line to catch a Barramundi and spending time with the people who call Kakadu and Nitmiluk home.

Get CeNTred Campaign February 2010

For the second time Tourism NT partnered with Seven Media Group.  Similar to the Darwin campaign, there was added emphasis on the online environment and opportunities for industry to participate at varying levels. A total of 20 Red Centre operators featured their travel products on one of Australia’s most popular lifestyle websites Yahoo!7 for six weeks as part of the $2.5 million campaign.

The campaign also incorporated print advertisements in Australia’s major metropolitan newspapers, outdoor billboards, online and pay TV advertising as well as an attractive special Red Centre airfare offered by Qantas.

The activity ran from 21 February until April 2010.

Red Centre Campaign Overview

Making of the Red Centre Campaign

Global Kakadu Campaign - January 2010

Through the global media deal secured with National Geographic, Discovery Channel and the Travel Channel, programming and TV commercials about one of our best known international icons was beamed into 53 million homes throughout Europe, South East Asia and the US.

Targeted NT evenings carryied programming specifically about Kakadu and the NT and these were supported by custom made TV interstitials as well as billboard sponsorship. Broadcast activity was also supported by an online digital buy on Discovery and National Geographic websites as well as targeted direct marketing activity with the travelchannel.com

The activity ran from 3 January to 30 March.