NT Government launches new ‘Boundless Possible’ master brand in first work from The Royals

The Northern Territory has launched a new master brand, ‘the Territory, Boundless Possible’, to encourage people to invest, do business, work and live in the state.

In its first work since winning the $1.5m account in February, The Royals created the new branding with the aim of attracting more people to the region and debunk the perception that the state lacks opportunity and is isolated.

Part of the new brand campaign for the NT

The campaign will see local residents tell their stories through long-form stories, short films and in print.

Later in the year, the campaign will then be rolled out across other states.

Andrew Siwka, managing partner at The Royals, said in a statement: “The Territory, Boundless Possible’ perfectly describes the Territory as a place where anything is possible and we’re confident it will have the desired impact of attracting people, jobs and economic growth to the region over the next two years and beyond.”

NT’s new branding

Michael Gunner, chief minister, added: “We want to show the world that the Territory is a land of opportunity, but to unlock the full potential of Northern Australia – to create jobs and attract people – we need to put the modern Territory story forward.

“‘The Territory, Boundless Possible’ is like no other brand historically used to reposition the Territory. The story behind it is about changing perceptions, not only in living rooms around Australia, but in the halls of Federal Parliament, in offices, in boardrooms – from Sydney to Singapore.”


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