Changing perceptions of the NT.

The challenge

Drive tourism accounts for 47% of all visitors to the NT but research showed that potential visitors did not understand the diversity of attractions and considered it “too far”, “too hard” and of questionable value. In 2012 the NT Government had also committed to an average annual growth of 3.3% in the years up to 2020.

The strategy and the idea

The strategy played out over a number of campaigns was to demonstrate that a NT drive holiday is extremely “doable” yet is unique and totally over delivers in terms of memories, diversity and fun. We worked with the “Do the NT” campaign to resonate with couples, families and grey nomads – and to increase our foot print, we partnered with Britz, Tourism South Australia and BIG4 Holiday Parks.

The work

Digital, supersites, transit, airport, magazine and partner campaigns with Adventures Australia.

10% Average nights stayed increase

2,678 bookings generated in all countries

1,180 Partnership bookings

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