NT comes to Bondi commuters
PR agency Mango recreated the outback in Sydney with commuters being offered bus rides to work which took them past a series of NT tableaux.
Six free buses ran between Bondi Junction and Wynyard with passengers being given a running commentary on the joys of Northern Territory tourism.
The scenes they were driven past included croc-wrestlers, a fisherman in a tinnie battling with barramundi, a mini-cattle station and kayakers looking for the Katherine River. Commuters then arrived at an ‘outback bar’ at Wynyard Park where they were treated to free damper and billy tea.
Meanwhile, Tourism NT has partnered with Network Ten on its documentary series, Keeping Up With The Joneses. Last night the second episode rated 899,000.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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a bit average
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Wow, what a anti-climax. Looked like the commuters couldnt give a flying f**k.
The crappy production music didnt do this much help either.
I’m sure that this could’ve been edited better to give more energy to what is a pretty decent idea on paper. Just executed badly.
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Above: Douchebag comment
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Above: Mango or TNT staffer.
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Sorry, I meant the one above you ANON333. Fine to criticise, but at least give it some rationale.
Not a big fan of it myself, but NT is a pretty interesting place to visit and pretty unrefined, like the promotion. Lose some weight with the intense heat and see some amazing landscape, outdoor activities, and crocs etc. Definately something all Aussies should do once, and best if you know someone who can show you around.
I am not a staffer of Mango or TNT, though it is a dream of mine to write for one of those respected publications.
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the video doesn’t do it justice – for the initial few that experienced first hand it would have been positive, but the video won’t do much for amplifying that experience
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I like it… it’ll be hard to measure an ROI, but all the same its an interesting idea.
Its a nice break from intrusive techniques… an implied opt in by hopping on the bus, and the punters get a free ride in exchange for being the audience.
Win-win.
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well that’s 20 people from Bondi vaguely amused – I think handing out $50 notes would have made more of an impression and been more cost effective.
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Absolute waste of money! Usual PR stunt crap that reaches hardly anyone and does nothing to encourage anyone to part with their money. Back to canapes, air kisses and looking so faaabulous!
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To You up there, I think those 3 words sum it up beautifully.
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any reason why every one targets Bondi/Eastern Sububs?!
what about our bros and sistas out in the da West eh? We bogans love the red dirt and bush too
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Dishwasher – two reasons.
1 – 98% of agency types wouldn’t be able to find Campbelltown on a map, let alone the actual place.
2 – A bus full of teenage mums in tracky daks wouldn’t look so good on their reel come awards entry time – much more preferable to have all their hipster Bondi mates.
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I’m assuming it’s to try and capture the backpacker’s attention as they go to work… Yes. Backpackers going to work. *crickets chirp*
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I’m really not sure about this campaign. Great concept and it may be part of a much bigger PR campaign but I feel like this is hitting about 10 people plus those in marketing who are watching it.
I understand that it is meant to all be a bit of fun but I think it’s a bit cheap looking and misses the mark. How much did this execution costs? Wouldn’t it have been better to run something similar online rather than offline with this one…
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Suggestion to NT Tourism. Build a big fancy fun park/water park next to the Uluru to attract us urban folks!
slogan: “There’s more to NT than dirt”
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