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Tourism NT declares today National Hump Day

Tourism Northern Territory and Northern Territory Festivals have launched a PR, social media and experiential campaign – devised by Eleven PR – to celebrate the middle Wednesday of the year and the run-up to the Alice Springs Camel Cup.

To mark the occasion, Tourism NT has declared today National Hump Day.

The campaign is designed to raise awareness of the territory’s festivals and create an ongoing weekly calendar call to action for consumers to consider booking a trip.

The campaign centres on a competition to win a trip to an NT festival, which people can enter using an app, developed by Eleven’s sister agency Whybin\TBWA\Tequila, on Tourism NT’s Facebook page.

The app allows users to insert their face into a customisable picture of a camel and send it to friends as a ‘Happy Hump Day’ card via email, Twitter and Facebook.

There is also a walk through video (without sound) that explains how to the app works

An event element sees camels from the Camel Cup give ‘Camel Cab’ rides to commuters in Melbourne’s Federation Square today, and Sydney’s First Fleet Park in Circular Quay.

Eleven PR won the Tourism NT business after a competitive pitch in March.

Credits:

  • Client:  Tourism NT
  • Client lead: Rachel White – Tourism NT Director, Global PR & Media
  • Creative and lead agency: Eleven PR
  • Events agency: Integer
  • Digital agency:  Whybin\TBWA\Tequila
  • Strategy & publicity: Rob Lowe – Eleven PR
  • Event production: Emma DuBarry – Integer
  • Head of print production: Simon Holdaway – Integer
  • Digital producer: Mish Fabok – Whybin\TBWA\Tequila
  • Art director: Luke Martin & Karl Reynolds – Whybin\TBWA\Tequila
  • Copywriter: Alistar Geikie – Whybin\TBWA\Tequila
  • Designer: Jeff Mok – Whybin\TBWA\Tequila
  • Developer: Blake Cannell – Whybin\TBWA\Tequila
  • QA: James Kavanagh – Whybin\TBWA\Tequila
  • Tech lead: Rob Reng – Whybin\TBWA\Tequila
  • Creative technologist: Michael McGlynn – Whybin\TBWA\Tequila
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