Tourism NT uses $1m barramundi as marketing hook in bid to entice visitors to the Top End

Tourism Northern Territory has placed a bounty on the head of 76 barramundi in a marketing stunt to lure more tourists to the Top End.

The tourism body is set to release 76 specially tagged barramundi into the territory’s rivers, with 75 of the famous fighting fish tagged with $10,000 prizes. The 76th is swimming around with a value of $1m.

To win the cash prizes punters simply need to catch the fish when the fishing season kicks off in October.

The stunt, sponsored by Crownbet, was created internally by the team at Tourism NT with Darwin-based Simon Says Television brought in to work on the TV ads and Kite Communications charged with handling the PR on the initiative. Foundation handled the campaign’s media.

Foundation head of client service Liz Wigmore said: “While the idea is big, the media budget is small. But, working hand in hand with PR, we’ve been able to develop an integrated and targeted campaign that includes live TV elements, radio to showcase the catchy jingle, and plenty of digital media. We know this will excite and motivate ‘Fishos’ to book those trips to the NT, for when the competition season opens in October”.

Adam Coward, Tourism NT executive director marketing & communications, said in a statement “This promotion is an important part of our strategy to get people to Stay and Play in the Northern Territory. As part of our Creative Panel of agencies, Foundation were ideal to take on this one and have added a lot of value to the original brief.

“I’ve been impressed with how specific targeting and integration of media with PR, has helped amplify the idea rather than having to spend big on the media budget to make it work”.


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