The Territory Labor government has launched its two latest national tourism marketing campaigns, encouraging Australians to holiday in the NT, building on a strong tourism sector that creates local jobs.
Strategically timed as the rest of the country heads towards winter, “Seek Different” is Tourism NT’s yearly brand campaign, keeping the Northern Territory front of mind as a holiday destination for Australians intending to travel domestically in 2023.
While “Road Trip Differently” is a drive campaign, designed to inspire Australians who want to fly/drive or self-drive on their next holiday to the Territory.
The two million dollar campaigns are in market across Australia, running up to May 2023 with cinema, television and print advertising, in addition to promotions on social, digital, search and You Tube channels.
Primarily targeting 18+ Australians interested in road trips and adventure, the campaigns are also targeting a secondary audience of families, breaking down the barriers typically associated with undertaking a road trip with children.
Building upon the work undertaken in the Northern Territory Government’s Roadhouse to Recovery grants, which encouraged families to travel further and stay longer in the NT.
To further put the Northern Territory on the national stage, it will star in Adam & Poh’s Great Australian Bites which set to air on SBS TV later this year.
The first episode will see the much-loved Australian food personalities drive across the Red Centre, while the second episode will feature a drive adventure in the Top End – highlighting Darwin surrounds and Kakadu.
While our iconic outback experiences will be highlighted in key national drive media including RM Williams Magazine, Caravan World, The Wanderer, Australian Geographic, We Are Explorers and more.
See and share the campaigns:
Link to Drive video: Wake up to a different view in the Northern Territory – YouTube
Link to Seek Different in the Northern Territory: Seek Different in the Northern Territory – YouTube
Quotes from Minister for Tourism and Hospitality, Nicole Manison:
“The Territory had a bumper 2022 with visitor economy expenditure recovering to pre-COVID levels and the second largest increase in domestic expenditure in the country, we are looking forward to another strong year of visitation to the Territory.
Through strategic marketing activities we are growing the value of the holiday market in the Northern Territory, inspiring Australians to travel to the NT with advertising and messaging across cinema, television, magazines, newspapers and online.
A road trip in the Northern Territory is different to any other. It allows holidaymakers explore some of Australia’s most incredible natural wonders, experience ancient culture and engage in adventure activities.
By strengthening the Northern territory’s brand nationwide, we’re creating demand and interest for the Territory’s tourism experiences, attractions and products in a highly competitive market.”
Northern Territory Government
