Corporate Structure
2008 Campaign activity
The Northern Territory is marketed under the Share our Story banner using two complementary styles:
- Whole of Territory activity, that raises the overall profile of the NT and positions the Territory as a leading destination for nature and culture experiences; and
- Destination specific activity, that seeks to build awareness and demand for the six priority regions within the NT and their key experiences.
Tourism NT's marketing activity is planned across a wide variety of channels, including advertising, online marketing, partnerships with trade and travel related brands, as well as coordinated public relations activities. The campaign aims are to amplify brand NT and build demand and regard from our target audience of Spirited Travellers.
The Share our Story campaign is approaching four years in market from March 2008, providing a strong and consistent message about the NT, yet evolving through multiple phases of activity.
Whole of Territory
January – June 2008
The Northern Territory will be promoted through targeted advertising on television, online including search engine marketing, and in selected newspaper and magazine publications. National consumer events and co-operative marketing partnerships with travel trade partners within Australia are also occuring during 2008, urging consumers to visit travelnt.com and enticing them to the Territory.
Holiday Mojo
February – June 2008
Launched in mid February to complement and strengthen the Whole of Territory campaign, "Holiday Mojo", is a major public relations strategy designed to generate media coverage in the domestic market based on research into "how to keep your holiday mojo longer".
The initiative includes media personalities, George Negus and Samantha Riley, and Life Coach Kate James as "NT influencers" demonstrating how the NT is a place to go to reconnect with yourself.
Kakadu National Park
January – February 2008
This year Tourism NT partnered with National Geographic and Yahoo Travel to promote Kakadu internationally on television, in magazines and online. The commercials featured the breathtaking landscapes and ancient cultures of Kakadu to audiences in the UK, Ireland, Germany, Singapore and Australia. Scandinavia and Japan were also be exposed to the Kakadu campaign advertising for the first time this year.
This campaign is supported by a stunning photographic exhibition on the secrets of Kakadu National Park and Arnhem Land captured by five Australian photographers during a 1500 kilometre journey from Darwin to Nhulunbuy. In Febuary the exhibition was displayed in Sydney’s exclusive Gallery at Darling Park and at Melbourne’s Atrium in Federation Square in March.
Media Release
Kakadu & Arnhem Land will be promoted again during May, with television, print and online activities planned across national markets.
Alice Springs
February – March 2008
The digitally powered campaign aims to attract more Australians to Alice Springs for an adveNTure holiday, through the use of a special Australian outback movie channel on Youtube.com , coupled with internet advertising on Google, Yahoo, National Geographic, Fairfax digital and News interactive.
Traditional print, and television ads are screening on Pay TV, SBS and in Australia’s leading consumer travel magazines, with over 15 large outdoor billboards ads in Brisbane, Sydney and Melbourne.
Katherine, Tennant Creek and the Drive Market
March – July 2008
Australia’s leading caravanning magazines, 4WD publications and travel websites will be promoting holidays in Katherine and Tennant Creek as part of the 2008 Drive promotion. Magazine inserts highlights the freedom, fun and adventure available on self-drive holidays will, in April, accompany online ads that connect travellers with a new drive website within Travel NT.com.
A special Italian website on the Explorers Way has been developed and is being promoted through Plein Air magazine, on-line marketing and taxi advertising in Milan with supporting holiday deals offered by four Italian trade partners.
Darwin
September – November 2008
This campaign will focus on Darwin as a vibrant harbour city and include editorial and advertising activity with a leading media partner.
