Northern Territory is different in every sense
- 13 September 2019
The new brand positioning replaces the ‘Do the NT’ brand, which was launched in 2013, and reflects the changing needs and behaviours of consumers.
The refreshed logo retains the iconic Brolga image however, it has been modernised with a simpler look and ‘cooler’ colour palette.
Tourism NT General Manager of Marketing, Tony Quarmby, said the key message behind the new brand is that the Northern Territory is truly unlike any other place on Earth, where you don’t just observe it, you feel it through every sense.
“The new brand reflects the Northern Territory tourism products and services on an experiential level, not just the iconic landmarks and scenery we are already known for, and focusses on how a visit to the Territory makes people feel,” Mr Quarmby said.
“The new brand envisions the Northern Territory to be a place where senses run free, it emboldens the people who travel within to feel that openness and freedom within themselves.
“A holiday in the Territory allows visitors to truly disconnect from their everyday and reconnect to others in a place that constantly surprises and delights… and is different in every sense.”
The new brand also aligns closely with the Northern Territory Masterbrand – Boundless Possible, which was released last year, as well as Tourism Australia’s global positioning.
To ensure consistency across the organisation, the NT Convention Bureau has been re-named to Northern Territory Business Events as part of the new-look.
The development of the new brand follows extensive research and market testing both in Australia and in the Territory’s key international markets.
A new campaign reflecting the new brand positioning will begin interstate this Sunday 15 September featuring outdoor advertising on billboards, street furniture and buses as well digital and social media advertising.
The new campaign will highlight that the Northern Territory is Different in every sense and send audiences to www.northernterritory.com to help book their holiday.
To find out more, download the Northern Territory Brand Fact Sheet here.