NT seeks agency to build unifying brand for visiting, living and investing in the Territory

The Northern Territory Government has launched a tender seeking an agency to develop and execute a masterbrand strategy ahead of the 40th anniversary of self-government next July.

According to a press release from the NT government, it is looking for “a Brand Specialist with a successful national and international track record to inspire people to think differently about the Territory, and encourage them to visit, live and invest here.”

Brand strategy, brand identity, market research and delivering a marketing campaign will be the role of the selected agency.

“There are a variety of brands, sub-brands, campaign brands and visual identities currently in use by NT Government agencies and the broader business community. This disparate approach does not communicate a cohesive set of messages about what the NT offers visitors, investors, students or residents, nor does it allow private enterprise to join the NT Government in telling the Territory’s story to the rest of the world,” the tender states.

The launch date of the marketing campaign is July 1 2018.

Jodie Ryan, CEO of the department of the chief minister, said: “The Territory does not have a unique or identifiable brand that is widely available for local industries to market the NT.

“There are a variety of brands and logos currently in use by the NT Government and the broader business community, but this approach does not communicate a cohesive message about what the NT offers. It also doesn’t allow private enterprise to join the NT Government in telling our story to the outside world.”


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