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.
https://www.youtube.com/watch?v=8pK–Sc90gU&feature=youtu.be
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”.
https://www.youtube.com/watch?v=78ZX0srvObE&feature=youtu.be
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”.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Where do you deposit $1m to a crocodile? To it’s bank account in the Cayman Islands
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Nice idea
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Nice idea but not original – on the advice of its PR team, Swan Lager tagged a black bream and released it into the Swan River more than 10 years ago with a $100,000 bounty. It wasn’t caught during the month-long competition period but an angler did land it a few weeks later and was rewarded with a few slabs of Swan. It was the promotion that kept on giving.
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Shame that it might not be a brand new idea however I have to say I love it. It would seriously act as a trigger to go to NT now rather than ‘at some point in the future’. Nice work.
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Corey I just wanted to acknowledge you. Terrible joke, but the effort is appreciated.
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Ricki, I’d like to acknowledge you for acknowledging just how bad my joke is. Have a Reely good weekend 🙂
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Wouldn’t a crocodile use the River Bank?
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You’ve left him dead in the water with that gag John!
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You’ll be feasting on that for weeks!
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