Tourism NT shifts brand messaging to ‘Do the NT’
Tourism NT has shifted its domestic brand messaging to ‘Do the NT’ in its series of new TV commercials and print and digital advertisements.
The $1.2 million campaign which is rolling out nationally, positions the Northern Territory as a fun, active and social place for holidays.
The ad, which like last week’s Host campaign for WA Tourism includes no voiceover – relies on shots of a middle aged couple enjoying the state’s rugged beauty and varied activities set against a soundtrack.
Publicis Mojo CEO Joe Pollard said in a statement: “The new campaign is a fundamental shift from the place where you ‘go’ to the place where you ‘do’, which to all of us is more exciting, less passive and shows the NT through a fantastic news lens. This new approach has been brought to life through deep collaboration with Tourism NT and a truly integrated approach between Publicis Mojo, ZenithOptimedia and Razorfish.”
Accordign to the campaign announcement, previous Tourism NT campaigns have played on the vast, open spaces of the NT, focusing on large landscape shots. The change in focus is the result of research and focus group testing which revealed that the NT is a “look but don’t touch” destination.
Toursim NT CEO Tony Mayell said in a statement: “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.”
Credits:
- Tourism NT – Lead
- Publicis Mojo – Creative Strategy
- Razorfish – Digital Implementation
- ZO – Media Strategy and Purchasing
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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For a couple of years Tourism was a great category for great creative.
Now…this. And WA. And the try-hard Tasmanian campaign.
This does not shift the needle at all. And wont. It seems the people who created this have never worked on a tourism brand before. Because if they did they would know this “moving brochure” wont “Do” anything. As for the client…well…obviously risk averse.
Huge disappointment.
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