The Tourism Northern Territory campaign – created by Seven’s cross-platform sales operation SMG Red in partnership with MPG and Media Contacts – will go out to the international market .
The announcement:
Sydney, Australia, 30th September, 2010 – SMG Red and Yahoo!7 today announced the successful online-led Tourism Northern Territory campaign is going global, set to hit US and UK markets in the coming weeks.
Following the success of the campaign in Australia which accounted for 20,000 direct bookings and an overall uplift in visitation to the region, Tourism Northern Territory sought to take the online experience to global markets through the scale of the Yahoo! Network.
The UK and US are key markets for Tourism Northern Territory and by taking the campaign to these markets, they hope it will further increase visitation, putting it on the map as an essential destination for visitors planning a trip to Australia.
Developed by MPG and Media Contacts in partnership with Yahoo!7 and SMG Red, the Tourism Northern Territory campaign aims to entice “Spirited Travellers” to visit and experience the best of the Territory. At the heart of the campaign is a branded video destination and a dynamic module which integrates Tourism Northern Territory’s partners displaying relevant deals for hotels and experiences.
As part of the global roll out, Yahoo!7 is deploying its custom Behavioural Targeting Segments built specifically for the Tourism Northern Territory campaign across the Yahoo! Network.
According to Damon Scarr, National Media Sales Director, Yahoo!7 “The exciting part for Yahoo!7 is to see our Behavioural Targeting capabilities deliver globally for an Australian advertiser. We often talk about the reach that Yahoo!7 can deliver through our global Yahoo! Network and the Tourism Northern Territory campaign clearly delivers on this,” he said
The Australian campaign was launched in August 2009 and in addition to the online site also utilised over 36 TVCs showcasing snippets of the online video content.
Source: Yahoo!7 press release