The Royals wins $1.5m Northern Territory master brand account

The Northern Territory Government has appointed creative agency The Royals to develop and execute a unified masterbrand for the Northern Territory.

In November last year, the NT opened the tender to find an agency which would help create and execute a masterbrand strategy ahead of the 40th anniversary of self-government in July.

As part of the winning consortium, The Royals will be working with Boab Design and market research company McGregor Tan to create a brand and strategy for the Territory.

The new appointment aims to drive economic growth in the NT, boost the population and create more jobs.

Chief Minister, Michael Gunner, said he is “determined” to support local businesses and create new jobs.

“I will leave no stone unturned to do this.

“This is why I have just announced a record $103 million plan to Turbocharge Tourism. This is why I have brought together Team NT to sell our investment and business prospects globally. And this is why I am today announcing that we have charged the best in the world with creating a unified and identifiable brand for the NT.

“This world-recognised team is tasked with framing the NT in the best possible way – crafting a brand that will ultimately drive population, jobs and economic growth. They will build a distinctive and identifiable brand that will provide the Territory with a unique competitive edge to enable us to better tell the Territory’s story.”

Sara Lee, iSelect, Google, NAB, World Vision, Australian Super and Mercedez-Benz are all clients of The Royals.

Managing partner at The Royals, Andrew Siwka, said in a statement to Mumbrella: “This is a particularly satisfying win for The Royals.

“We love taking on big strategic challenges and they don’t get much bigger than developing whole of territory master brands.

“The incredible diversity of the NT certainly adds to the project’s complexity but also whets the appetite of an Agency built on insatiable curiosity.”


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