Tourism NT encourages Australians to ‘Seek Different’ in national campaign
The Northern Territory has launched a national tourism campaign, positioning the itself as an escape from the anxiety Australians feel in their every day lives.
Titled ‘Seek Different’, the campaign from KWP encourages Australians to pursue different experiences in the range of cultural and historical sites in the Territory.
Tony Quarmby, executive general manager of marketing at Tourism NT, said: “The Northern Territory is not a normal holiday, and the launch of our Seek Different campaign today highlights our uniqueness to the rest of the country.
“The Seek Different messaging is the next step in bringing to life our ‘Different in Every Sense’ brand positioning, and we feel now is the right time for consumers to see that by seeking something different they can break free and escape the anxiety that this last year has left us all with.
“The campaign highlights how we all seek to be our own person and how we want to be seen as individuals. In the Territory Australians can be themselves and express who they want to be, while at the same time be surrounded by our abundant nature and wildlife, learn about our history and immerse in our Aboriginal culture to experience all the adventure the Territory has to offer. And do something different to anything they’ve ever done before.”
The campaign continues the ‘Different in every sense’ brand platform, which launched in 2019, and was inspired by visitors to the Territory reflecting on how their travels have surprised them and presented them with unexpected experiences.
“Bringing ‘Different in every sense’ to life in a major campaign is the culmination of a lot of great strategic and creative work in our partnership with Tourism NT,” KWP group account director, Tristan Glover, said.
“The last year has been so surreal and challenging for so many in Australia but through 2020 we were still able to shoot an incredible campaign. We are excited to share it with the rest of Australia and invite them to add the Territory to their travel plans for 2021.”
Executive creative director, Corey Swaffer, added: “Wouldn’t it be boring if everyone and
everything was the same? Thankfully that’s not the case. Especially in the Northern Territory.
“Yes, the Territory is in Australia but it’s not the Australia we know living in Sydney, Melbourne, Brisbane, or other parts of the country. And it’s not just the landscape that’s different.
“From your morning commute to your evening spin class, from backyard barbecues to binge watching, everything is done differently up here. Which is a big part of the attraction. This campaign taps into our inherent craving for different and celebrates it. It’s timely too, because I’m sure everyone could use a little different this year.”
The campaign has launched with a two minute film which will be distributed in 60 and 30 second cut downs on TV, video-on-demand and cinema. Social media targeting will be executed with 15 second spots focusing on different destinations and experiences in the Territory. Print advertising and editorial partnerships will continue the campaign.
The media strategy, executed by Atomic 212, will target all Australian domestic travellers based on population, with weighting higher in NSW and Victoria. Tourism NT told Mumbrella the media has been booked with flexibility to turn markets on or off if a border closure occurs.
Credits
KWP
Group Account Director & Producer: Tristan Glover
Executive Creative Director: Corey Swaffer
Art Director: Kent O’Halloran
Director / DOP / Editor: Mark Toia (Zoom Film & TV)
Drone / Underwater / Mr Fix It: Simon Christidis
Content: Dave Apanah & Jayden Moyle (Pendulum)
Photographer: Helen Orr
Design/Finished Art: Amber Young & Kelly Walsh
Support crew: Prue Lane (Katherine), Isaac Conway (Top End), Andrew Caitens (Red Centre)
Casting & talent coordination: Sarah Price @ Castaway NT
V.O: Charlie King (recorded at Skinnyfish)
Client
Executive General Manager Marketing: Tony Quarmby
Director Domestic Marketing: Monika Tonkin
Manager Consumer Communications: Alice Bowden
Performance Marketing Executive: Chanduni Herath
Operations Coordinator: Kirsten Clarke
Media
Atomic 212
PR
Mango Communications
