Tourism NT encourages holidays with meaningful connections in new campaign

Tourism NT has released three new TVCs for its ‘Seek Different’ campaign, this time encouraging Australians to reconnect with loved ones in the Northern Territory.

Produced by KWP! on behalf of Tourism NT, the three TVCs feature friends and family, both young and old, reuniting in the Northern Territory, discovering bespoke experiences together including Segway tours around Uluru, exploring the incredible Ormiston Gorge in the West MacDonnell Ranges, and enjoying the family-friendly waterfront precinct in Darwin’s CBD.

The creative challenge this campaign iteration addresses is the current need from Australians to want to reconnect with the loved ones they have been separated from over the last two years. Running until 31 March, the TVCs highlight the emotional need to physically reconnect after years limited to virtual connection. Destinations Uluru, Alice Springs, and Darwin, are featured and aim to inspire Australians to visit the Territory.

The launch of the new Seek Different creative coincides with the final weeks of the NT Summer Sale, the Northern Territory Government’s biggest incentivised summer tourism campaign which offers significant savings to fully vaccinated Australians.

The NT Summer Sale will run until 31 March 2022.

Tourism NT, executive director of marketing, Tony Quarmby commented: “Our Seek Different campaign messaging has resonated with audiences since we launched it in March last year, and in this second phase we’ve tapped into what Australians want and need right now – and that is the desire to physically connect with friends and family they have been missing. There is no better time for friends and family to safely reconnect and no better place than the Northern Territory to explore somewhere different together.”

KWP! integrated team lead, Tristan Glover, said: “Every bit of data we’re seeing indicates VFR (visiting friends and relatives) is going to be the big driver of travel in 2022. As people will finally be able to get together with the interstate friends and relatives they haven’t been able to see during the restrictions, we saw the opportunity to make the Territory the place to reconnect this year.”

KWP! executive creative director, Corey Swaffer, added: “I think everyone can empathise with these new stories because we’ve all been going through it. We all want to see our loved ones IRL (in real life). On top of that, we all want to get away from our own four walls and computer screens. We’re all ready for something different.”

“Summer in the Territory is a unique time of year, and we’re encouraging Australians to take advantage of the incredible deals available with the NT Summer Sale. For a limited time, Australians can save up to $1,000 off their NT summer holiday. It’s the perfect opportunity to get away and reconnect with loved ones,” Quarmby said.

Client: Tourism NT’s Tony Quarmby, Monika Tonkin, Chanduni Herath, Isabella Mellios
Creative: KWP!
Executive Creative Director: Corey Swaffer
Integrated Team Lead & Producer: Tristan Glover
Integrated Creative: Monica Lawrie
Producer: Ben Spry
Director: Richard Coburn
Production House: PRLX & Merlin
Photographer: Shaana McNaught
V.O: Megan Waters
Media: Atomic212


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