Atomic 212 uses Top End Wedding to increase NT tourism by 12%

Atomic 212 has leveraged local movie Top End Wedding, starring Miranda Tapsell and Joshua Tyler, to develop a media campaign that increased tourism to the Northern Territory by 12% year on year, the agency said.

The campaign for client Tourism NT included a collaboration with the Nine Network centred on the ‘Win A Top End Wedding’ competition across Today, Married at First Sight, 9Honey and other media brands, generating a 12x return on investment.

Executed in three bursts from February to July, the campaign resulted in 136,000 visits to Tourism NT’s website and 13,000 competition entrants. In a first for the client, Atomic worked with Tourism NT’s marketing and digital teams to develop a responsive landing page on the brand’s website, changing priority content as users moved through the sales funnel.

“The brief we gave Atomic 212 was challenging and called for innovative and strategic creative and media thinking to deliver the results we wanted,” Tourism NT executive general manager marketing, Tony Quarmby, said.

“The agency took the Top End Wedding movie and built a clever, engaging and fun campaign around it, covering different channels and media. The response from consumers was great and we’re very happy with the results.”

Atomic’s chairperson, Barry O’Brien, added that the campaign exceeded a number of objectives.

“The campaign had a number of objectives, including shifting perceptions and increasing awareness of the Northern Territory, driving intention to visit, launching Locations Scouts and building engagement with that content,” O’Brien said.

“Thanks to the great work by some very talented people at Tourism NT and Atomic 212, and our partners at Nine, we reached and exceeded all those objectives.

“Overall domestic holiday visitation to the Northern Territory increased 12% year on year in March 2019. The Top End Wedding campaign has helped create that momentum, driving strong advertising awareness and contributing to positive shifts across all brand attributes.”

Atomic 212 was reappointed to the NT government media account, including the tourism body, earlier this year.


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