Tourism NT crowns its ‘Best Kept Season’ in national campaign

September 5, 2025 3:24

Tourism NT has released a fresh national campaign to encourage Australians to head north during September to April — the territory’s off-peak season.

The “Best Kept Season” platform is a 12-week campaign that brings attention to the benefits of travelling in the Top End during the off-season, such as the events, natural phenomena, value, and little known experiences travellers can encounter with fewer tourists.

Overall, it aims to position the Northern Territory as a “high value” destination for holiday goers, while generating “more consistent visitation” numbers throughout the year.

It accomplishes this by making use of a 30-second TVC that splices together clips of the area with locals explaining what travellers can enjoy, from having an entire watering hole to swim in by themselves, to watching Uluru at dusk without crowds.

Apart from the TVC, “Best Kept Season” runs on social media, print, SVOD and BVOD, online, radio, and free-to-air TV channels.

It was created via a partnership between Tourism NT, NT Major Events Company, Tourism Central Australia and Tourism Top End.

Monika Tonkin, Tourism NT’s acting chief marketing officer, explained to Mumbrella the campaign is about showcasing the Territory in an authentic way.

“Best Kept Season is about putting a national spotlight on September to April, the months when the Territory is at its most dramatic and rewarding,” Tonkin said.

Just Uluru and You OOH asset

“Developed with our regional tourism organisations and tourism operators, the campaign puts their local insights and favourite spots front and centre, sharing them to inspire Australians to experience the NT at its most authentic.”

The campaign also leverages partnerships with airlines Qantas and Jetstar, and a number of popular holiday websites (Helloworld, Travel Auctions, Tripadvisor, Expedia, NT Now and Luxury Escapes), to amplify its reach through “conversion and deal-focused messaging”.

“Best Kept Season” follows Tourism NT’s “Love Letters to Alice” campaign — a platform that was developed to celebrate Alice Springs, led by journalist and TV presenter, Narelda Jacobs OAM.

In mid-January this year, the tourism organisation announced Masterchef Australia judge and cook Poh Ling Yeow as its ambassador.

Credits:

Creative agency: KWP and Partners
Media agency: Atomic 212
Client: Tourism NT, in collaboration with Tourism Top End, Tourism Central Australia and NT Major Events Company