Northern Territory targets active tourists

Northern Territory targets active tourists

State wants to get away from "look but don't touch" attitude

State wants to get away from "look but don't touch" attitude

One of the new Tourism NT ads
One of the new Tourism NT ads

Australia’s Northern Territory is launched a new domestic marketing initiative, aimed at promoting the state as an activity-based tourism destination.

The new AU$1.2 million (US$1.1m)’Do the NT’ campaign has been devised by Tourism NT, and features a range of TV commercials, print and digital advertisements to be rolled out across Australia, aimed at promoting the Northern Territory as a “fun, active and social place for holidays”.

“The Northern Territory continues to be a destination that consumers aspire to travel to and our brand promise remains clear; stunning, spiritual, cultural and natural. However, it has been thought of as a one-day destination, one-dimensional and passive,” said Tourism NT’s CEO, Tony Mayell.

“We haven’t changed. The NT is still the fun-loving, uncomplicated and down-to-earth place you’ve always been familiar with. We’re just getting better at educating consumers about how much there is to do and is on offer here. And by doing so, visitors can be convinced that the destination offers diverse, active and value-for-money experiences you can’t get anywhere else in Australia or the world,” he added.

The new campaign follows a focus group testing period that revealed the Northern Territory to be a “look but don’t touch” destination. Combating this, Tourism NT is aiming to open up the state as a more active, hands-on place travel experience. CLICK HERE to watch the new Northern Territory tourism ad.

 

Mark Elliott
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Mark Elliott
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