Tourism NT works with travel trade and other business partners internationally to promote the Northern Territory in key markets through joint trade and consumer marketing initiatives.
For details on each market:
The Americas
Birding and Nature-based Travel
Tourism NT, in partnership with Audubon (a US birding and nature-based travel organisation) and the South Australian Tourism Commission, will be targeting the Experience Seeker birding and fishing niche market beginning now until February 2010. This campaign will provide this market with an opportunity to learn more about the NT birding experience through a program that focuses on the NT as a premium birding destination. It will also reinforce the NT message that was promoted through Audubon in early 2009 and maximise other media affiliations.
The campaign will include promotion via Birding Adventures TV; a niche birding- and fishing-based content show that is widely distributed on the Fox Sports Network and World Fishing Network in the USA and Canada, as well as print advertisements in the Audubon magazine and online coverage.
Alexisonfire Tour
Tourism NT will partner with Dine Alone Records to execute and leverage a multi-media campaign between October 2009 and May 2010 that will generate a buzz about the Alexisonfire (a popular band in Canada amongst our target audience) Australian tour in 2010. Simultaneously, an on-line campaign will be run to promote the Working Holiday Visa opportunity as an alternative way for this demographic to travel to and within Australia.
Asia
Asiaone Digital Campaign
Maximising on the ever-changing digital environment and leveraging the 'Kakadu' global campaign, it is timely to partner with Jetstar International to collaborate on the consumer digital marketing campaign 'i love NT' targeting online-savvy Experience Seekers.
The concept of 'i love NT' is a four week virtual photo competition on asiaone.com, a free online one-stop-news and information portal of prominent media group, Singapore Press Holdings (SPH). Consumers will be encouraged to go online, upload their own photos to an iconic Northern Territory backdrop plus a short description on why they deserve to win a trip to the Northern Territory. Capitalising on social media, there is a voting system once the top 10 finalists are short listed. Airfare support will come from Jetstar.
Singapore Zoo 'Australian Outback' Promotion
The Tourism NT branded Jeep remains parked at the Singapore Zoo’s Australian Outback exhibit, having undergone an 'outback' makeover. This non-traditional partnership leverages Singapore Zoo’s yearly 1.8 million visitors.
back to top
Central Europe
Roadsign Retail Shop Launch
The European franchise Roadsign is about to launch a retail 'shop in shop' concept in conjunction with a major national supermarket chain in Germany called Real. Forty three of these shops will be opened in March 2010 and as part of the launch it is proposed that the Northern Territory will be featured prominently in a consumer promotion by providing an opportunity for a prize-winner to win a trip to Darwin.
DERTOUR
DERTOUR is part of the REWE Tourism Group and one of the largest tourism companies in Europe. DERTOUR is Tourism NT’s traditional distribution (wholesale) partner with a long-standing reputation for long-haul sales generated via a network of more than 8,000 owned and branded travel agencies in Central Europe (Germany, Austria and now Switzerland). DERTOUR is responsible for sending approximately 8,000 visitors to Australia annually.
Tourism NT competitively bid and won the right to host the DERTOUR Destination Special from 27 March – 3 April 2010 in Darwin and Ayers Rock, which has been staged previously in Queensland and before that in Namibia. The DERTOUR Destination Special is a training event for 80 of their top selling agents. There’s a large number of NT Tourism products (contracted with DERTOUR) involved in the event or supporting famils. DERTOUR has an excellent and long-standing productive in-market relationship with Tourism NT and we are confident that the value they will bring to this latest partnership will more than justify and provide a very satisfactory return on the Northern Territory Government facilitated event.
back to top
France
Dailymotion
Tourism NT, in conjunction with Qantas, has given away a round trip from Paris to Darwin via London on the website Daily Motion, France’s competition to YouTube and one of France’s top 15 most visited sites. Entrants were required to answer three Northern Territory-based quiz questions. Visit www.dailymotion.fr .
Lonely Planet France
Just in time for the new French Lonely Planet 'Australia Guidebook' launch in May, Tourism NT will be partnering with Lonely Planet France and Qantas in positioning the Top End as a world class nature and culture destination by communicating to the French Spirited Travellers through online editorial content on lonelyplanet.fr. Seven hundred bookstores around France where customers can buy the new Australia Guide book will also be 'NT themed'. An online quiz on lonelyplanet.fr will run over two weeks leading participants to the australiasoutback French site for the right answers. The major prize is a flight to the Northern Territory with Qantas.
Back to top
Japan
Outback Steakhouse
Outback Steakhouse, a popular restaurant chain operating at nine locations nationwide was selected as Tourism NT’s tactical non-industry co-op partner to showcase the Northern Territory, particularly the story of the real outback, aboriginal culture, natural landscape, etc. This campaign 'kicked off' in November 2009 with a function at Tokyo’s Outback Bar and Grill Restaurant hosting media and trade partners in an effort to generate interest in and facilitate an understanding of the Northern Territory, provide up-to-date and accurate information, and cultivate emotional commitment and friendship with the Northern Territory in a continuing tough market. The campaign was in full swing last month with another function at the Outback Steakhouse in Osaka.
Back to top
Spain
Spanish Version of australiasoutback.com
The Spanish version of australiasoutback.com was launched successfully in November 2009 and a number of promotional initiatives including online activity on three Spanish consumer travel engines, print advertising, and consumer and media trade events in market supported the launch which continues until March 2010.
Back to top
United Kingdom
Kiss 100's Big Outback AdveNTure
On 14 December 2009, Tourism NT UK unleashed its biggest youth promotion ever in the United Kingdom with STA Travel. Partnering with radio station Kiss 100, voted as one of the UK’s coolest brands by the Superbrands Organisation, Kiss 100 attracts 1.7 million listeners each week and reaches more 15-24s than any other station in London and is number one for these age groups in terms of market share.
The three month campaign was launched with a promotion giving one listener plus a friend the chance to travel to the Northern Territory for a two-week adventure holiday of a lifetime. The competition introduced listeners to the Northern Territory and set the scene for its diverse landscape, open spaces, sense of adventure, work opportunities and enriching experiences.
The promotion continued into the New Year with sponsorship of the most popular show on Kiss for two months. The Breakfast team with Rickie, Melvin and Charlie reaches more than 776,000 listeners each week, jump-starting the day with fun, chat and great competitions.
A new competition was launched for this phase of the campaign. Ten and 30 second promotional trails are driving listeners online at totalkiss.com to view the different job placement opportunities available in the Northern Territory and upload their CV to win a job placemeNT. The winner will be selected by a panel of judges in March 2010.
For the first time ever in Kiss 100’s history, the station was turned upside-down to celebrate Australia Day with the Northern Territory and STA Travel. The Kiss 100 Breakfast show team took over the Drive-time slot, while Drive-time’s presenter Jez Welham presented Breakfast for the first time.
On Australia Day and in the lead-up, Kiss played with the minds of its audience with Tweets on Twitter, updates on Facebook and even flipping the Kiss website upside-down for the day! Throughout the day a total of six adventure trips to the Northern Territory were won.
Corroboree Europe 2010
Last year saw the first Corroboree Europe which combined Corroboree UK and Discover Australia bringing 320 certified Aussie Specialist travel agents from the UK, Ireland, Finland, Sweden, Denmark, Norway, Germany, Switzerland, Australia, France, Italy, Netherlands, Belgium and South Africa to Australia for a Megafamil and workshop. More than 40 European Aussie specialist agents visited the NT before attending the three-day workshop on Hamilton Island which was a huge success. Many thanks to all the Northern Territory and National operators for their participation and support.
The next Corroboree Europe will be held in Melbourne, 6 – 8 May 2010. Contact Joy Eggenhuizen at joy.eggenhuizen@nt.gov.au for more information.
|